Despite a general trend that suggests an opposite effect, few marketers think their companies are listening to consumers effectively on social media sites, according to a new survey by the CMO Council, Ad Age reports. Perhaps more troubling is that more than half of all marketers surveyed said they're not even monitoring what's being said about their brands in social media circles.

Of the 400 executives surveyed, 56 percent said their companies have no programs to track or build positive word-of-mouth, and 59 percent don't compensate any employees based on improvements in customer loyalty or satisfaction. Moreover, only 30 percent said their companies have the ability to handle or resolve customer complaints.

Only 16 percent said their companies have any regular process for monitoring what people say about their brands online.

"From our standpoint, if there's anybody who needs to be accountable for the customer experience, it's the CMO," Donovan Neale-May, executive director of the CMO Council, told Ad Age. "Clearly what marketing needs to do to cover a lot of ground we've lost in the organization is more analytics, predictive modeling, and data integration and aggregation."