More than 10% of executives said they would not engage to defend their online reputation & 33% stated their CEO doesn't care about online reputation
Zeno Group's 2012 Digital Readiness Survey revealed a striking truth: Businesses are burned out on social media and a substantial number of executives fail to consider their social media online reputation, an area of valuable customer views and insights, when making business decisions. In fact, more than one-third of executives surveyed stated that the CEO of their company does not care or cares little about the company’s online reputation in social media.
Generally, the survey found that smaller businesses (those with fewer than 10,000 employees) and business-to-business (B2B) companies were less likely to engage with their customers via social media.
Here’s what Zeno found:
- B2B companies lag their B2C counterparts – their CEOs are less likely to consider social media in decision-making, they are slower to engage in a crisis, and they are twice as likely to refuse to engage online audiences at all.
- The bigger the company, the more likely that the CEO will consider social media in their decision-making. In fact, 43% of smaller firms said their executives rarely or never consider social media reputation.
- Smaller does not necessarily mean more nimble in social media. A fast response to an online crisis is more likely in larger companies
There is still much opportunity to introduce the concept of social media reputation into the C-suite. Too many organizations missing opportunities, either to advance their reputations or defend them.
By engaging non-customer stakeholders that are active online - such as industry analysts, investors and academics, among others – business can turn these groups into not only advocates and amplifiers during good times, but also trusted voices who can bring credibility to a company’s response in a time of crisis.