What opportunities do social media offer corporate communicators?
Mark Hutcheon and Jonathan Chandler
When we asked a seasoned PR from a global technology brand to speak about social media and reputation management, their initial response was "didn't we have that debate two years ago?"
Maybe some did but we could find no consensus on a blueprint for how corporate relations should use social media. We know businesses are adjusting fundamental parts of their model to catch up with the explosive effect on consumer choice. However, corporate communications functions are a different matter in that their original purpose - to protect the company by controlling/ issuing information is out of step with the defining principles of social media.
We ran our own high level focus group that brought together 10 global, EMEA and UK directors of corporate affairs in London. A number of insights emerged, including:
- Many practitioners' first encounter with social media is on the defensive - thus exposed to its disruptive and intrusive nature
- Universally seen as a unique surveillance tool to listen to debates and follow sentiment about issues and brands
- The majority use social media to participate in debates and conversations with niche, influential stakeholders
- There is an underlying tension between the old corporate cycle and the 'twitter' cycle - command and control versus real time, yet very valuable in a crisis when properly handled
- It is emerging as a core component in corporate relations activities such as CSR, employee communications, government affairs, yet ambiguity surrounds what the clear return on investment is
- Finally, communications chiefs are divided on how the corporate comms function will change in terms of structure and capability to reflect the impact of social media
Read the full Business Breakfast report here.