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How's Your Social Media Reputation?
Thursday, 13 December 2012 12:26

A report from the Zeno Digital Readiness Survey has revealed that many organisations are failing to consider their social media reputation.

It was reported that more than a third (36%) of executives said that the CEO of their company does not care or cares little about the company's reputation on social media. This is a concerning notion considering social media now accounts for almost a quarter of people's time spent online. As a result, companies that continue to ignore the online community or dismiss its influence are putting their reputations at risk.

The main findings of the survey concluded:

  1. B2B companies lag their B2C counterparts when considering their social media reputation: 70% of B2C companies indicated that the CEO frequently considers social media reputation in their decision-making, compared to 57% of B2B companies.
  2. B2C companies are prepared to respond quicker to online audiences in a crisis: 63% of B2C believed their firms could respond to a negative online post within 24 hours compared to 45% of B2B
  3. Larger firms (10,000+ employees) are more likely to consider their company's social media reputation: 71% of firms said their CEO always or sometimes considered their company's social media reputation, compared to 55% of smaller firms (less than 10,000)
  4. Larger firms (revenue more than $10bn) are more likely to react to a crisis online within 24 hours: 63% of firms believed they could engage with their online audience, compared to 42% of smaller firms (revenue less than $5bn).


The overall findings revealed that social media is a corporate 'blind spot', especially for B2B companies. Too many organisations are still not ready to use social media to their advantage, either to advance their reputation, or to defend them. Mark Shadle, managing director of Zeno's Corporate Practice commented "maintaining a positive social media reputation is no longer an optional communications strategy, but instead is a business imperative that needs to be embraced by the entire organisation, all the way up to the CEO's office."

Reputation is the lifeblood of many businesses; fail to protect it at your peril.

Click here for EPS' social media tips.




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