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Social Media: the Wild West of Corporate Communications
Professor Ralph Tenchand
Dr Brian Jones Leeds Business School
Leeds Metropolitan University26-28th October 2011
How do businesses and corporate communication professionals manage CSR messages in an unruly, largely unregulated social media environment?
Key question
Social Media
Changing lives Co-creation Changing business Old (media) world, new world Web 2.0 and corporate
messaging EU communication directors
survey findings Re-thinking communication
strategies
Core Argument
We argue that the creation of value is in part determined by the co-creation of message. Co-creation of message lies at the heart of social media.
Amalgam: podcasts, wikis, twitter, social network sites
Web 2.0 user generated content (OECD, 2007)
Co-creation, collaboration Changing business and society Downsides (OECD, 2007):
- inclusion, security, privacy, cultural fragmentation
Social media context
The world of social media
Social media
Wikis
Blogs
Social networks
Podcasts
Mail groups
News groups
Forums and chatrooms
Communicating CSR
A redrawing of the rules for communicating CSR and Corporate Social Irresponsibility
How a company’s CSR offering is perceived and the image their audience has is not only shaped by their communication efforts, it is in part a product of social media online conversations
Voices, views and opinions
User generated comment is a key element of the communication mix
Social media allows a company’s stakeholders to co-create brand image and reputation
Risks have to be managed
Growth of On-line communication
Chart 1 Online communication and social media activities:Importance has grown steadily during the last five years
11.5%
38.4%
54.4%
12.4%
44.0%
58.1%
19.5%
43.8%
58.6%
26.7%
56.8%
67.8%
40.5%
68.2%
74.8%
Social media (blogs, podcasts,communities)
Addressing online media
Online communication (websites, e-mail, intranet)
2011 2010 2009 2008 2007
www.communicationmonitor.eu / Zerfass et al. 2011 / nmax = 1,146 PR professionals; Q 11; Zerfass et al. 2010 / nmax = 1,914; Q 6; Zerfasset al. 2009 / nmax = 1,863; Q 5; Zerfass et al. 2008 / n = 1,524; Q 3; Zerfass et al. 2007/n = 1,087; Q 4: How important are the following methods in addressing stakeholders, gatekeepers and audiences? (1 = Not important; 5 = Very important; important = scale poin ts 4-5).
Important instruments for addressing stakeholders
On-line communities
49.8%
39.5%
28.3%
32.5%
27.9%
16.5%
21.5%
15.8%
14.0%
10.0%
44.6%
38.4%
30.9%
26.3%
17.2%
16.8%
9.5%
Online Communities (social networks)
Online videos (moving images)
Weblogs
Microblogs (Twitter)
Photo sharing
Social bookmarks
Slide sharing
Wikis
Podcasts (audio)
Virtual worlds
2011 2010
www.communicationmonitor.eu / Zerfass et al. 2011 / n = 2,209 PR professionals; Q 13; Zerfass et al. 2010 / n = 1,955, Q 13: Can you indicate the level of importance for communication management today and in the next year of the following communication tools ? Scale 1(= Not important) - 5 (= Very important); considered scale points 4-5. 2010 data not available for newly added items. Significant differences between assessments of channels in the 2010 and 2011 survey with the exeception of items "Podcasts" and "Weblogs" (T-test, p ≤ 0.01).
Chart 2 Social media channels: Online communities are leading the field; podcasts, wikis and weblogs have lost
relevance
Important tools forcommunication management
Social media guidelines and monitoring tools
Chart 3 Social media guidelines and monitoring tools have evolved stronger than expected
39.6%
33.3%
21.3% 21.1%
31.8%
25.9% 25.7% 25.8%25.6%23.9%
15.2% 15.1%
Social media guidelines for communicating in blogs,
twitter etc.
Tools for monitoring stakeholder communication
on the social web
Training programmes for social media
Key performance indicators for measuring social web
activities
Implemented in March 2011Planned implementation until the end of the year in March 2010Implemented in March 2010
www.communicationmonitor.eu / Zerfass et al. 2011 / n = 1,572 PR professionals in communication departments; Q 15: Do any of the following measures exist in your organisation? (Already implemented; Planned for 2011; Not currently planned); Zerfass et al. 2010 / n = 1,955; Q 14: Has your organisation already implemented one of the following? (Already implemented; Planned for 2010; Not planned yet).
Governance structures for social media
Chart 4 Governance structures for social media are still missing in most communication departments
39.6%
33.3%
21.3%
21.1%
30.3%
24.7%
27.9%
30.7%
30.2%
42.0%
50.8%
48.3%
0% 20% 40% 60% 80% 100%
Social media guidelines for communicating in blogs, twitter etc.
Tools for monitoring stakeholder communication on the social web
Training programmes for social media
Key performance indicators for measuring social web activities
Already implemented Planned for 2011 Not planned yet
www.communicationmonitor.eu / Zerfass et al. 2011 / n = 1,572 PR professionals in communication departments; Q 15: Do any of the following measures exist in your organisation? (1 = Already implemented; 2 = Planned for 2011; 3 = Not currently planned).
Private use of social media
Chart 5 Private use of social media:18 per cent of communication professionals are not
very active
www.communicationmonitor.eu / Zerfass et al. 2011 / n = 2,209 PR professionals; Q 20: How often do you use social media platforms (Facebook, Linked-In, Twitter, etc.) for private reasons in your leisure time?
56.1%
25.6%
13.6%
4.7% Daily
Several times per week
Less than once or once a week
Never
Social media is used to challenge as well as defend CSR activities
Scope for communication professionals to make more use of social media
Social media is about participation, involvement and co-ownership of CSR messages.
Findings and observations
A good online CSR reputation can potentially strengthen corporate image and reputation, and add value and competitive advantage to the business
New empowered audience of clued up customers and 24/7 online writers and activists produce news content
Poses real challenge to companies in general and in particular to communication professionals and PR departments
Findings and observations