Welcome!

Apache Authors: Liz McMillan, Elizabeth White, Janakiram MSV, Gil Allouche, William Schmarzo

News Feed Item

Digital Readiness Survey from Zeno Group Finds Social Media to Be Corporate Reputation Blind Spot for Executives

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.

(Photo: http://photos.prnewswire.com/prnh/20121210/DC26625-INFO)

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.

MEDIA CONTACT: 
Mark O'Connor
Zeno Group
[email protected]
212-299-8960 (O) 
203-246-9534 (M)

[i] "State of the Media: The Social Media Report, Q3 2011," The Nielsen Company, September 2011

SOURCE Zeno Group

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
SYS-CON Events announced today Telecom Reseller has been named “Media Sponsor” of SYS-CON's 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportuni...
For basic one-to-one voice or video calling solutions, WebRTC has proven to be a very powerful technology. Although WebRTC’s core functionality is to provide secure, real-time p2p media streaming, leveraging native platform features and server-side components brings up new communication capabilities for web and native mobile applications, allowing for advanced multi-user use cases such as video broadcasting, conferencing, and media recording.
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
Pulzze Systems was happy to participate in such a premier event and thankful to be receiving the winning investment and global network support from G-Startup Worldwide. It is an exciting time for Pulzze to showcase the effectiveness of innovative technologies and enable them to make the world smarter and better. The reputable contest is held to identify promising startups around the globe that are assured to change the world through their innovative products and disruptive technologies. There w...
Is the ongoing quest for agility in the data center forcing you to evaluate how to be a part of infrastructure automation efforts? As organizations evolve toward bimodal IT operations, they are embracing new service delivery models and leveraging virtualization to increase infrastructure agility. Therefore, the network must evolve in parallel to become equally agile. Read this essential piece of Gartner research for recommendations on achieving greater agility.
Akana has announced the availability of version 8 of its API Management solution. The Akana Platform provides an end-to-end API Management solution for designing, implementing, securing, managing, monitoring, and publishing APIs. It is available as a SaaS platform, on-premises, and as a hybrid deployment. Version 8 introduces a lot of new functionality, all aimed at offering customers the richest API Management capabilities in a way that is easier than ever for API and app developers to use.
DevOps at Cloud Expo, taking place Nov 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long dev...
Personalization has long been the holy grail of marketing. Simply stated, communicate the most relevant offer to the right person and you will increase sales. To achieve this, you must understand the individual. Consequently, digital marketers developed many ways to gather and leverage customer information to deliver targeted experiences. In his session at @ThingsExpo, Lou Casal, Founder and Principal Consultant at Practicala, discussed how the Internet of Things (IoT) has accelerated our abil...
SYS-CON Events announced today that 910Telecom will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Housed in the classic Denver Gas & Electric Building, 910 15th St., 910Telecom is a carrier-neutral telecom hotel located in the heart of Denver. Adjacent to CenturyLink, AT&T, and Denver Main, 910Telecom offers connectivity to all major carriers, Internet service providers, Internet backbones and ...
With so much going on in this space you could be forgiven for thinking you were always working with yesterday’s technologies. So much change, so quickly. What do you do if you have to build a solution from the ground up that is expected to live in the field for at least 5-10 years? This is the challenge we faced when we looked to refresh our existing 10-year-old custom hardware stack to measure the fullness of trash cans and compactors.
The emerging Internet of Everything creates tremendous new opportunities for customer engagement and business model innovation. However, enterprises must overcome a number of critical challenges to bring these new solutions to market. In his session at @ThingsExpo, Michael Martin, CTO/CIO at nfrastructure, outlined these key challenges and recommended approaches for overcoming them to achieve speed and agility in the design, development and implementation of Internet of Everything solutions wi...
19th Cloud Expo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterpri...
Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more business becomes digital the more stakeholders are interested in this data including how it relates to business. Some of these people have never used a monitoring tool before. They have a question on their mind like “How is my application doing” but no id...
SYS-CON Events announced today that Venafi, the Immune System for the Internet™ and the leading provider of Next Generation Trust Protection, will exhibit at @DevOpsSummit at 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Venafi is the Immune System for the Internet™ that protects the foundation of all cybersecurity – cryptographic keys and digital certificates – so they can’t be misused by bad guys in attacks...
Smart Cities are here to stay, but for their promise to be delivered, the data they produce must not be put in new siloes. In his session at @ThingsExpo, Mathias Herberts, Co-founder and CTO of Cityzen Data, will deep dive into best practices that will ensure a successful smart city journey.
In today's uber-connected, consumer-centric, cloud-enabled, insights-driven, multi-device, global world, the focus of solutions has shifted from the product that is sold to the person who is buying the product or service. Enterprises have rebranded their business around the consumers of their products. The buyer is the person and the focus is not on the offering. The person is connected through multiple devices, wearables, at home, on the road, and in multiple locations, sometimes simultaneously...
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 19th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - comp...
Amazon has gradually rolled out parts of its IoT offerings in the last year, but these are just the tip of the iceberg. In addition to optimizing their back-end AWS offerings, Amazon is laying the ground work to be a major force in IoT – especially in the connected home and office. Amazon is extending its reach by building on its dominant Cloud IoT platform, its Dash Button strategy, recently announced Replenishment Services, the Echo/Alexa voice recognition control platform, the 6-7 strategic...
Cloud computing is being adopted in one form or another by 94% of enterprises today. Tens of billions of new devices are being connected to The Internet of Things. And Big Data is driving this bus. An exponential increase is expected in the amount of information being processed, managed, analyzed, and acted upon by enterprise IT. This amazing is not part of some distant future - it is happening today. One report shows a 650% increase in enterprise data by 2020. Other estimates are even higher....