More than one-third (36%) of US executives say they either never consider (7%) or rarely consider (29%) their company's social media reputation when making important business decisions, according to a survey from Zeno Group.
B2B executives are even more likely than their B2C counterparts to ignore their company's social media reputation when considering a business decision, and they tend to be slower to respond to damaging online articles or social media posts.
Below, additional findings from the 2012 Zeno Digital Readiness Survey, conducted by Harris Interactive.
Among the executives surveyed:
- 43% of those working for B2B companies say they either never consider (10%) or rarely consider (33%) their social media reputation when making a business decision, whereas 57% either always consider (21%) or sometimes consider (36%) social media when making a decision.
- 30% of those working for B2C brands say they either never consider (1%) or rarely consider (29%) consider their social media reputation when making a business decision, whereas 70% either always consider (35%) or sometimes consider (35%) social media when making a decision.
Moreover, B2Bs are slower than B2Cs to respond to negative online content.
When confronted with a damaging article or social-media post, 43% of B2B execs say they believe their firms can respond effectively within a 24-hour period, compared with 63% of B2C execs who say the same:
Some 13% of B2B execs say their firm would not engage an audience online at all to defend its reputation, compared with only 6% of B2C execs who say the same.
Execs in larger firms (those with more than 10,000 employees) are more likely than smaller firms (fewer than 10,000 employees) to say they always or sometimes consider their company's social media reputation (71% vs. 55%):
Similarly, the findings by company size in terms of revenue show that larger firms (with revenue of $10 billion or more) are more likely than smaller ones (less than $5 billion in revenue) to respond within 24 hours to a damaging issue online (63% vs. 42%).
Geography also plays a role in social readiness. Execs in the northeast are far more likely than those in the western region of the US to be concerned about their company's social media reputation (72% vs. 49%).
About the data: The Zeno Digital Readiness Survey was conducted online among 300 US corporate executives (VPs, CEOs, presidents, and chairmen) at companies with revenue of $1 billion or more, by Harris Interactive, October 4-11, 2012.
Continue reading "Social Media Is a Corporate Blind Spot for B2B Execs" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Social Media:
Hot Topics: The Summer Conversions Trending on Twitter [Infographic]
Based on what's been trending on Twitter, this summer is going to be all about live music, discovery, and thrills. read this »
Four Things TikTok Can Teach Us About Presentations
TikTok may be the world's favorite time-waster at the moment, but lessons about speech and presentation can be learned from the annals of its scroll-happy user base. read this »
The Top Pride Hashtags on LinkedIn [Infographic]
To help marketers figure out the best hashtags to use on LinkedIn this Pride Month, the professional social network created this infographic. read this »
The Benefits of Talking About Sustainability on LinkedIn [Infographic]
Explore how addressing sustainability topics on LinkedIn such as emissions and renewable energy can help boost engagement with audiences and influence purchase decisions. read this »
How to Know Whether TikTok Is Right for You or Your Business: Wave Wyld on Marketing Smarts [Podcast]
Is TikTok right for business? Is the platform mature enough? How do you get started? We try to answer those questions and more in our conversation with Wave Wyld, a TikTok consultant and queen of trend alerts. read this »
Video Ad Specs That Work Across Social Networks [Infographic]
This infographic provides common specs for social media video ads that marketers can use across channels. read this »