Social media promises to help marketers better connect with customers, yet a recent study conducted by IBM proves that despite the opportunities presented by sites such as Twitter and Facebook, marketing executives feel unable to tap the potential.

The 2011 IBM Global Chief Marketing Officer Study surveyed more than 1,700 chief marketing officers from 64 countries and 19 industries and found the top executives recognize that the way they interact with customers is changing and probably changing for the long-term. Yet the same study revealed that many don’t feel adequately prepared or equipped to deal with the change or take advantage of the potential opportunities made possible due to the shift.

“Customers are sharing their experiences widely online, giving them more control and influence over brands. This shift in the balance of power from organizations to their customers requires new marketing approaches, tools and skills in order to stay competitive,” an IBM press release reads. “CMOs are aware of this changing landscape, but are struggling to respond. More than 50% of CMOs think they are underprepared to manage key market forces – from social media to greater customer collaboration and influence – indicating that they will have to make fundamental changes to traditional methods of brand and product marketing.”

For instance, 82% of CMOs polled for the IBM study said they plan to increase their use of social media over the next three to five years. But just 26% admitted to tracking blogs today and 40% indicated they track any online communications, according to the study. And according to a Reuters story on the data, 82% of the CMOs in the study still rely on traditional market research to shape marketing strategies.

Ever wonder how some seemingly unpopular premise, say a particular political candidate for instance, suddenly gathers support and becomes popular among the majority? Recent research on how opinion spreads shows that true believers in any idea can influence those around them, turning a minority thought into a majority stance.

This conclusion came from scientists at Rensselaer Polytechnic Institute, who recently discovered that as soon as a belief is held by 10% of any given population, then the belief will spread “like flame” to become majority opinion. The scientists, members of the Social Cognitive Networks Academic Research Center (SCNARC) at RPI, used computational and analytical methods to determine the tipping point at which the minority belief becomes majority opinion, according to an article published this week by ScienceDaily.

If you often post pictures of yourself in compromising yet hilarious situations on Facebook and you happen to be looking for work, then you might want to overhaul your page. Recent research shows that nearly 90% of recruiting and hiring professionals will be tapping social networking sites in their searches for new job candidates.

Jobvite, a recruiting platform for the social Web, recently announced the results of its annual Social Recruiting Survey, which was conducted in June and polled some 800 U.S.-based human resources and recruitment professionals regarding their use of social networking technologies in recruiting activities. The results showed that 89% plan to recruit through social media this year, and nearly two-thirds (64%) have expanded their use of social networking sites to two or more networks.

Immediately following the not guilty verdict on several counts of murder in relation to the death of Caylee Anthony handed down by the Florida jury to the toddler’s mother Casey Anthony, the social media realm exploded in what could best be described as shock and awe.

After the public became familiar with the Anthony family and the plight of the lost little girl who as it turned out was never lost at all, it appeared Casey Anthony could not get a fair trial. From television coverage to publications running images of the big brown-eyed little girl weekly and in some cases daily, the country had come to the conclusion that her mother was definitely a liar and at the very least unfit to care for a child. What mother doesn’t report a child missing for some 31 days? That’s why the verdict seemed a mistake to many and a horrible display of injustice to others. Still others commented on sites such as Twitter and Facebook that this case was a good example of the U.S. justice system working: the prosecution simply didn’t offer enough evidence. But despite differing opinions on the guilt of Casey Anthony, the news spread faster than it did when O.J. Simpson was also infamously found not guilty of murder.