A 2011 global study on social CRM by IBM's Institute for Business Value surveyed consumers, as well as business executives, to uncover what drives customers to interact with companies through social media and the extent to which businesses are adopting social CRM strategies. The implications for businesses are significant. Social media are here to stay, and companies need to be where their customers are congregating. The notion that social sites let companies cast a wide net to attract customers may be misleading. True, social media's viral reach and immediacy create an unprecedented opportunity to connect. Businesses also overestimate consumers' desire to engage with them to feel connected.