Dive summary: 

• The Altimeter Group released "The Evolution of Social Business," a study of 130 businesses with at least 1,000 employees that focused on social business. [see report summary at Social Business News]
• The report revealed that 66% of businesses were active in social business, but had no clear link to their business goals. 
• According to the report, there are three major factors causing the gap between social business and business goals: 1) unaligned executives, 2) disparate, uncoordinated efforts and 3) incremental funding. 

From the article: 

"My view is that social strategies need to think beyond just the number of likes the can generate and instead how they can deliver on the business goals of the company. Only then will their social efforts be taken seriously by senior management and the funds and attention will flow from the c-suite. One of the reasons why many boards and executive groups are not properly investing in social to become a social business is because they can’t see the link between their current social activities and real revenue and benefits to the business."