Businesses unconcerned by the reputational risks of social media
Posted by Cath Everett in Marketing, Social CRM on Tue, 15/06/2010 - 09:56
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Although three out of five business leaders believe that social media will have little or no impact on their corporate reputation over the next five years, nearly a quarter of adults are already prepared to use it to expose unethical behaviour.
These are the findings of a report entitled ‘Who Cares Wins: The Rise of the Caring Corporation’ published by advertising and communication services group, Havas Worldwide.
But the study also revealed that senior managers did have a clear understanding of the importance of having corporate social responsibility (CSR) policies in place. Nine out of ten respondents believed that at least some of their customers were strongly influenced by such policies, while 70% saw them as providing the organisation with competitive advantage. More than three quarters considered CSR as a necessary business expense.
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