This is a problem I commonly face when dealing with some companies. Apart from additional budgets needed to maintain Facebook pages or corporate blogs, it all boils down to lack of resources and knowledge about the media channel. Recent stats by Meltwater Group shows that 38% of corporate companies lack resource and time to devote to social media.
With the rise of social media, it is up to media / PR agencies to take the lead and advise corporate clients the benefits of using social media as part of their marketing and branding strategies. One collective issue that I can gather from the chart above is that corporations lack the knowledge simply because they lack the monitoring tools for them to understand and to monitor as well. Unknown to many, there are a wide range of free buzz monitoring or social media monitoring tools available that can be used to keep tabs what is happening in the social media space.
Online tools such as Socialmention can monitor trends as well as positive or negative sentiments about a brand in the social space or using a tool by Momentus Media to conduct a Community Health Check to see if your Facebook page is "healthy". Both of these free tools are amongst the many available free tools that corporations can use to do surface level monitoring as well as keeping tabs on their competitors. Although these tools only give surface level numbers and information, there are of course more in depth analytical tools which are only often available to agencies who purchased them.
The role of a media / PR agency would be to then to come up with social strategies to support their business and marketing objectives. But before anything else, it is important that corporations need to be educated and understand how social media works plus the benefits that the monitoring tools can bring to their company/brand before anyone goes to pitch to them on a social media strategy.