The report, which polled a reputation council made up of comms directors for companies including Shell, BP, Philips, Coca-Cola, GSK, Barclays, Visa and Unilever, found organisations were less likely to engage with social media on a daily basis than in 2010 (59% compared with 73%).
The findings suggest that some organisations are still being cautious about the amount of engagement they do through social media. Only slightly more than half (56%) said they actively engaged with stakeholders through social media.
Nearly half of the council members reported that their organisation did ‘not very much’ or ‘nothing’ to engage with their stakeholders online.
Surprisingly almost half (49%) had their social media engagement strategy in place despite these findings.
Other results showed 51% of council members thought employees saw reputation management ‘merely as PR’.
Nine in 10 thought reputation was of great interest to CEOs, but only half considered reputation management ‘hard-wired’ into business management. However, 95 per cent thought reputation management made a clear contribution to competitive performance.
The full report will be available tomorrow on ipsos-mori.com
