Social listening gets the corporate thumbs up - social engagement is a bit trickier

The last year has seen a vast increase in the value placed on social media by some of Europe’s biggest brands according to new research released today. The latest Reputation Council report from Ipsos shows that 73 per cent of respondents from Europe’s largest companies now formally review social media on a daily basis, compared to 44 per cent a year before. There has been a clear step change compared to the Reputation Council report of Autumn 2009. At that time Council members reported that measurements varied from “fairly low key and haphazard” to hourly monitoring. In the latest study the number mentioning that detailed and continuous monitoring takes place has increased substantially (particularly in consumer-facing companies). However monitoring is one thing and integration another. Only 25% of members felt that the findings of social media monitoring was ‘very well integrated’ with the reputation management process and comments indicated that many companies are wrestling with how to make the most of the insights they have gained.

Is online criticism taken too seriously?

Reputation Council members’ opinions are divided on whether companies take criticism in social media channels too seriously. On balance, members do not think this is the case, often saying that criticism in social media should be taken seriously. However, a third of those asked said that they agree that companies take comments too seriously. Nevertheless, Council members think overwhelmingly that discussions in social media channels can have an impact on a company’s overall reputation and licence to operate. Almost nine in ten (88 per cent) reject the idea that social media discussions cannot have a direct impact. Managing director of Ipsos, Milorad Ajder, said:

“Social media channels have become an established part of the insight process when it comes to reputation management but many global companies are finding it very difficult to take the process to the next level and establish ways to engage effectively in this relatively new space.

“Given the volume of information involved in social media it’s all about sorting out the wheat from the chaff. Companies can spend inordinate amounts of time and resources tracking a multitude of issues – the majority of which will be insignificant in reputation terms. The key is to identify the right ones early and become a credible part of the debate”.