In December 2012, Zeno Digital readiness survey found out that 36% of CEOs ignore their company’s social media reputation when making important business decisions.
While most firms would take action to engage with online audiences, at least 10% would not address a damaging social media post or article.
The online survey polled 300 US corporate. The survey revealed a stark difference between B2B and B2C (business-to-consumer) companies not only in their executive attitudes toward social media, but also their response to online challenges.
The findings suggest that social media is a corporate reputation blind spot. According to Mark Shadle, Zeno’s Corporate Practice managing director, companies that will continue to dismiss it are putting their reputations at risk.
- 70% of B2C CEOs consider social media sometimes if no always as a factor in decision making while only 57% of B2B do so. This means that 43% of B2B CEOs ignores their company’s online reputation compares to the 30% of the B2C sector.
- 63% of B2C executives believe their firms can respond to a negative online post within 24 hours while only 45% of B2B executives can do so.
- 13% of B2B executives are not likely to engage an audience online to defend their reputation compared to the 6 executives of B2C companies
- 71% of larger firms are likely to consider their social media reputation than the 55% of smaller firms. 45% of smaller firms rarely or never consider social media reputation in decision-making, only 29% of larger firms do so. 63% of larger firms could react within 24 hours to a damaging issue online, only 24% on smaller firms.