|By PR Newswire||
|December 10, 2012 09:01 AM EST||
Survey suggests more than one-third of CEOs ignore their company's social media reputation when making important business decisions
NEW YORK, Dec. 10, 2012 /PRNewswire-USNewswire/ -- Zeno Group, the award-winning mid-size public relations agency, today released findings from the Zeno Digital Readiness Survey, which reveals many executives fail to consider social media reputation when making business decisions. In fact, more than one-third of executives (36 percent) say that the CEO of their company does not care or cares little about the company's reputation in social media. In addition, while most organizations say they would take some action to respond to an online crisis, at least 10 percent report their organizations would not take any action at all to engage with audiences online to address a damaging article or social media post.
The online survey polled 300 U.S. corporate executives, spanning a range of industries and titles of VP or higher, including C-suite executives, such as CEOs, presidents and chairmen. Notably, over half of respondents described their firms as primarily business-to-business (B2B) companies, and all companies had annual revenues of at least $1 billion.
From a sector view, the Zeno Digital Readiness Survey reveals a stark difference between B2C (business-to-consumer) and B2B companies in not only executive attitudes toward social media, but also in their ability to respond to an online challenge.
Specifically, the Zeno Digital Readiness Survey finds:
- B2B companies lag their B2C counterparts when considering social media reputation. B2C-focused executives say their company's CEO frequently considers social media reputation in their decision-making, with 70 percent indicating it's always or sometimes a factor, compared to 57 percent of B2B executives. This leaves a significant number of B2B executives (43 percent) who indicate the CEO largely ignores their company's online reputation, compared to only 30 percent from the B2C sector.
- B2C companies are prepared to respond more quickly to online audiences in a crisis. 63 percent of B2C executives believe their firms could respond to a negative online post within 24 hours compared to only 45 percent of B2B executives.
- B2B companies are less likely to engage online in a crisis. B2B executives are twice as likely to say that their firm would not engage an audience online at all to defend their reputation (13 percent, compared to 6 percent of B2C executives).
The overall findings suggest social media is a "corporate reputation blind spot," especially for B2B companies – a concerning notion considering social media now accounts for almost a quarter of people's time spent online.[i] As a result, companies that continue to ignore the online community or dismiss its influence are putting their reputations at risk.
"Given the explosive growth of today's digital platforms, the Zeno Digital Readiness Survey shows a much larger percentage of companies than one would expect turning a blind eye to valuable customer views and insights," said Mark Shadle, managing director of Zeno's Corporate practice. "These businesses, regardless of sector, risk serious reputational damage, as well as miss out on important stakeholder feedback, when they ignore social media conversations about their companies and their industries."
Attitudes toward social media reputation also appear to differ by company size. Executives in larger firms (with more than 10,000 employees) are more likely to say their CEO always or sometimes considers their company's social media reputation, as compared to those at companies with less than 10,000 employees (71 percent versus 55 percent, respectively). Among smaller firms, the tendency to ignore social media reputation is even more pronounced; 45 percent indicate it is rarely or never considered in decision-making, compared to 29 percent of larger firms.
Similarly, when looking at company size by revenue, larger firms are also more likely to respond quickly to a damaging issue online, with a majority of the largest firms (with revenue of $10 billion or more) saying they could react within 24 hours (63 percent), in contrast to 42 percent of smaller firms (less than $5 billion in revenue).
"In these results, we see too many organizations that are still not ready to use social media to their advantage, either to advance their reputations or defend them," added Shadle. "Maintaining a positive social media reputation is no longer an optional communications strategy, but instead is a business imperative to be embraced by the entire organization, all the way up to the CEO's office."
About the Survey
The Zeno Digital Readiness Survey was conducted online within the United States by Harris Interactive between October 4-11, 2012 among 300 corporate executives at companies with revenue of $1 billion or more. No estimates of theoretical sampling error can be calculated.
About Zeno Group
Believers in the fearless pursuit of the unexpected, the award-winning Zeno Group operates as one firm across eleven full-service offices in New York, Chicago, Santa Monica, Dallas, Silicon Valley, Toronto, London, Beijing, Delhi, Jakarta, Singapore, and three satellite offices in Amsterdam, Sao Paolo and Tokyo. Zeno is the 2011 and 2012 winner of the PR Week US Mid-Size Agency of the Year and 2011 Holmes Report US Creative Agency of the Year. The firm's practice areas include consumer, health, technology and corporate, all supported by planning, digital engagement and media. Clients include: AstraZeneca, Bacardi, Bausch & Lomb, Brocade, DreamWorks Animation, Emirates, Facebook, Four Seasons Hotels & Resorts, Kia Motors America, Life Technologies, Lipton, Micron Technology, Inc., Nature's Path, Oak Investment Partners, Office Depot, Q -Cells, Pizza Hut, RIM, Sears, Seattle's Best Coffee and VeriFone. Zeno Group is a member of the Daniel J Edelman Company. Please visit us at zenogroup.com, like us on Facebook or follow us @zenogroup.
[i] "State of the Media: The Social Media Report, Q3 2011," The Nielsen Company, September 2011
SOURCE Zeno Group
Join IBM June 8 at 18th Cloud Expo at the Javits Center in New York City, NY, and learn how to innovate like a startup and scale for the enterprise. You need to deliver quality applications faster and cheaper, attract and retain customers with an engaging experience across devices, and seamlessly integrate your enterprise systems. And you can't take 12 months to do it.
Apr. 29, 2016 04:30 PM EDT Reads: 1,756
Machine Learning helps make complex systems more efficient. By applying advanced Machine Learning techniques such as Cognitive Fingerprinting, wind project operators can utilize these tools to learn from collected data, detect regular patterns, and optimize their own operations. In his session at 18th Cloud Expo, Stuart Gillen, Director of Business Development at SparkCognition, will discuss how research has demonstrated the value of Machine Learning in delivering next generation analytics to im...
Apr. 29, 2016 03:45 PM EDT Reads: 1,591
This is not a small hotel event. It is also not a big vendor party where politicians and entertainers are more important than real content. This is Cloud Expo, the world's longest-running conference and exhibition focused on Cloud Computing and all that it entails. If you want serious presentations and valuable insight about Cloud Computing for three straight days, then register now for Cloud Expo.
Apr. 29, 2016 03:30 PM EDT Reads: 1,649
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
Apr. 29, 2016 03:07 PM EDT Reads: 227
So, you bought into the current machine learning craze and went on to collect millions/billions of records from this promising new data source. Now, what do you do with them? Too often, the abundance of data quickly turns into an abundance of problems. How do you extract that "magic essence" from your data without falling into the common pitfalls? In her session at @ThingsExpo, Natalia Ponomareva, Software Engineer at Google, will provide tips on how to be successful in large scale machine lear...
Apr. 29, 2016 02:45 PM EDT Reads: 834
IoT device adoption is growing at staggering rates, and with it comes opportunity for developers to meet consumer demand for an ever more connected world. Wireless communication is the key part of the encompassing components of any IoT device. Wireless connectivity enhances the device utility at the expense of ease of use and deployment challenges. Since connectivity is fundamental for IoT device development, engineers must understand how to overcome the hurdles inherent in incorporating multipl...
Apr. 29, 2016 02:30 PM EDT Reads: 1,397
The paradigm has shifted. A Gartner survey shows that 43% of organizations are using or plan to implement the Internet of Things in 2016. However, not just a handful of companies are still using the old-style ad-hoc trial-and-error ways, unaware of the critical barriers, paint points, traps, and hidden roadblocks. How can you become a winner? In his session at @ThingsExpo, Tony Shan will present a methodical approach to guide the holistic adoption and enablement of IoT implementations. This ov...
Apr. 29, 2016 02:00 PM EDT Reads: 1,531
We’ve worked with dozens of early adopters across numerous industries and will debunk common misperceptions, which starts with understanding that many of the connected products we’ll use over the next 5 years are already products, they’re just not yet connected. With an IoT product, time-in-market provides much more essential feedback than ever before. Innovation comes from what you do with the data that the connected product provides in order to enhance the customer experience and optimize busi...
Apr. 29, 2016 02:00 PM EDT Reads: 826
The IETF draft standard for M2M certificates is a security solution specifically designed for the demanding needs of IoT/M2M applications. In his session at @ThingsExpo, Brian Romansky, VP of Strategic Technology at TrustPoint Innovation, will explain how M2M certificates can efficiently enable confidentiality, integrity, and authenticity on highly constrained devices.
Apr. 29, 2016 02:00 PM EDT Reads: 972
Artificial Intelligence has the potential to massively disrupt IoT. In his session at 18th Cloud Expo, AJ Abdallat, CEO of Beyond AI, will discuss what the five main drivers are in Artificial Intelligence that could shape the future of the Internet of Things. AJ Abdallat is CEO of Beyond AI. He has over 20 years of management experience in the fields of artificial intelligence, sensors, instruments, devices and software for telecommunications, life sciences, environmental monitoring, process...
Apr. 29, 2016 01:30 PM EDT Reads: 777
SYS-CON Events announced today that Ericsson has been named “Gold Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. Ericsson is a world leader in the rapidly changing environment of communications technology – providing equipment, software and services to enable transformation through mobility. Some 40 percent of global mobile traffic runs through networks we have supplied. More than 1 billion subscribers around the world re...
Apr. 29, 2016 01:00 PM EDT Reads: 746
SYS-CON Events announced today that Stratoscale, the software company developing the next generation data center operating system, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. Stratoscale is revolutionizing the data center with a zero-to-cloud-in-minutes solution. With Stratoscale’s hardware-agnostic, Software Defined Data Center (SDDC) solution to store everything, run anything and scale everywhere...
Apr. 29, 2016 01:00 PM EDT Reads: 1,477
Angular 2 is a complete re-write of the popular framework AngularJS. Programming in Angular 2 is greatly simplified – now it's a component-based well-performing framework. This immersive one-day workshop at 18th Cloud Expo, led by Yakov Fain, a Java Champion and a co-founder of the IT consultancy Farata Systems and the product company SuranceBay, will provide you with everything you wanted to know about Angular 2.
Apr. 29, 2016 12:30 PM EDT Reads: 1,629
SYS-CON Events announced today that Men & Mice, the leading global provider of DNS, DHCP and IP address management overlay solutions, will exhibit at SYS-CON's 18th International Cloud Expo®, which will take place on June 7-9, 2016, at the Javits Center in New York City, NY. The Men & Mice Suite overlay solution is already known for its powerful application in heterogeneous operating environments, enabling enterprises to scale without fuss. Building on a solid range of diverse platform support,...
Apr. 29, 2016 11:45 AM EDT Reads: 2,219
In his session at @ThingsExpo, Chris Klein, CEO and Co-founder of Rachio, will discuss next generation communities that are using IoT to create more sustainable, intelligent communities. One example is Sterling Ranch, a 10,000 home development that – with the help of Siemens – will integrate IoT technology into the community to provide residents with energy and water savings as well as intelligent security. Everything from stop lights to sprinkler systems to building infrastructures will run ef...
Apr. 29, 2016 11:30 AM EDT Reads: 483
You deployed your app with the Bluemix PaaS and it's gaining some serious traction, so it's time to make some tweaks. Did you design your application in a way that it can scale in the cloud? Were you even thinking about the cloud when you built the app? If not, chances are your app is going to break. Check out this webcast to learn various techniques for designing applications that will scale successfully in Bluemix, for the confidence you need to take your apps to the next level and beyond.
Apr. 29, 2016 11:15 AM EDT Reads: 1,413
Manufacturers are embracing the Industrial Internet the same way consumers are leveraging Fitbits – to improve overall health and wellness. Both can provide consistent measurement, visibility, and suggest performance improvements customized to help reach goals. Fitbit users can view real-time data and make adjustments to increase their activity. In his session at @ThingsExpo, Mark Bernardo Professional Services Leader, Americas, at GE Digital, will discuss how leveraging the Industrial Interne...
Apr. 29, 2016 10:00 AM EDT Reads: 1,108
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
Apr. 29, 2016 09:30 AM EDT Reads: 992
Increasing IoT connectivity is forcing enterprises to find elegant solutions to organize and visualize all incoming data from these connected devices with re-configurable dashboard widgets to effectively allow rapid decision-making for everything from immediate actions in tactical situations to strategic analysis and reporting. In his session at 18th Cloud Expo, Shikhir Singh, Senior Developer Relations Manager at Sencha, will discuss how to create HTML5 dashboards that interact with IoT devic...
Apr. 29, 2016 09:00 AM EDT Reads: 835
The increasing popularity of the Internet of Things necessitates that our physical and cognitive relationship with wearable technology will change rapidly in the near future. This advent means logging has become a thing of the past. Before, it was on us to track our own data, but now that data is automatically available. What does this mean for mHealth and the "connected" body? In her session at @ThingsExpo, Lisa Calkins, CEO and co-founder of Amadeus Consulting, will discuss the impact of wea...
Apr. 29, 2016 08:45 AM EDT Reads: 610