There are a lot of senior executives trying to figure out how social networking can enhance their brand images and perhaps even boost sales. In fact, the position of “chief social media officer” has joined the pantheon of executives in the C-level suite, according to Richard Feinberg, director of the Center for Customer-Driven Quality at Purdue University.

“Businesses that don’t participate are going to be left behind,” he told CRM Buyer. “It may not be critical yet this year, but it’s going to be in the future.”

The first social media step that many companies take is to launch a blog.  The problem with this idea is committing to producing content on a consistent basis. A company’s blog that hasn’t been updated for weeks or months is perceived worse than a company that doesn’t have a blog.

That is why I expect to see more companies get involved in sponsorship of social networks. Sponsorship in a niche area within a larger social network can expose a company to a large number of potential customers, without the organization stress of launching their own social network.

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