Very few operational executives participate in social media. Case in point, a 2012 study that found only 10% of Global 250 CIOs have a social footprint. These folks are generally too busy or uninitiated in the ways of social media to get involved. What other critical aspect of your business does not have executive participation? Bingo.
Lack of executive participation, one of the 10 Reasons your Social Marketing Initiative Will Fail, great tips from Fast Company.