Digital and Social Reputation Ignored by Many Executives
According to the Zeno Digital Readiness Survey many executives fail to consider social media reputation when making business decisions. In fact, more than one-third of the 300 US executives (36 percent) say that the CEO of their company does not care, or cares little, about the company’s reputation in social media. (I can only assume that they have not yet felt the effects of a social media crisis.)
The study found marked differences between B2C and B2B companies, as well as large and small firms, in both CEO attitudes toward social media and in the company’s ability to respond to an online challenge.
- 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 percent 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.