According to Digital Brand Expressions ,among companies who say they are using social media, only 41% said they have a strategic plan. While 78% percent of the respondents said they are using social media, only 41% of them said they have a strategic plan in place for their social media usage, leaving close to 60% without a game plan for their social media activities. This clearly shows that they either don’t understand the implications of social media marketing fail or don’t care about customers.Readers to this BLOG might know that I am very skeptical of all the hype around social media. This is especially true when I hear phrases like “impressions or engagement”. I believe that if you’re going to implement a social media marketing initiative than you must have a strategic plan in place and, more importantly, a buy-in from management on what success actually entails including necessary resources to ensure success.