Dive Brief: 

• A new report from IT services company Tata Consultancy Services, revealed that, despite some major investments, only 10% of big businesses are seeing benefits from social media. 
• The study focused on global companies with high revenues—in this case an average of $15.6 billion—and results showed that that average company spent $19 million on social media and employed 56 people to manage it. 
• The majority of companies surveyed were creating their own content, with 81% running blogs, 77% creating mobile apps and 61% utilizing online video channels. 

Dive Insight:

The breakdown here is likely lack of communication within these large organizations. The marketing team, who typically manages social media, needs to communicate effectively with sales and management teams to truly create a worthwhile return on investment. Comments and questions posed on social media should be communicated with departments they affect, like product development and sales.