We’ve seen a lot of discussion about Fortune 500 companies using social media as a tool to mitigate risk, with some industries revolutionizing risk management through the application of digital media. But how prepared are organizations for dealing with the spread of a digital crisis gone viral?
We recently completed our Corporate Communication Index 2010 Study, speaking with communications leaders from a select group of the Fortune 500 on the use of social media in their organizations, among other issues. One telling finding was that the majority of organizations are still in the process of formalizing their social media plans, including plans for how they should deal with a viral crisis should it occur tomorrow. With many companies focused on mitigating risk through direct engagement with customers and stakeholders, more companies need to be planning for how they will deal with the dissemination of and syndication of a crisis that hits their business online.
For example, the airline industry understands its digital niche, knowing that the majority of dialogue surrounding their business in the digital realm occurs on Twitter. Delta Air Lines has revolutionized its approach to handling customer service complaints. They established a “control room” where employees can track every word spoken about the company online on big-screen monitors streaming social media platforms in real time. Through a combination of technology and savvy employees well versed in social media strategy, Delta exemplifies the strategic aspects of mitigating risk. However, many businesses are not in a position where there is a clear emphasis on one dominant form of social media communicating messages about their brand online.
PulsePoint Group Corporate Communication Index Series Part 1: Innovation
Bob Feldman
November 22nd, 2010
Bob Feldman, partner at PulsePoint Group, provides commentary on the firm’s recently released Corporate Communication Index Study. This is the first in a series of videos where he will provide insight into the findings.
The PulsePoint Group Communication Index 2010: Social media providing huge opportunities, but drive to innovate remains elusive
Despite the opportunities being presented by the explosion of social media, more than two-thirds of surveyed chief communications officers say they’re not doing enough to drive innovation within their own organizations.
The report found that as CEOs emphasize innovation as an essential way to survive and grow in a difficult economy, the burgeoning use of social media provides extensive opportunities for communication departments to engage with customers, potential customers, and other stakeholders. But not enough corporate communications departments are driving the innovation necessary to exploit those opportunities, partly because their organizations haven’t acquired the necessary digital competencies. That leaves a gap that may ultimately be filled by talented people from elsewhere in the company.
The finding is part of a forward-looking report on key trends in corporate communications departments from PulsePoint Group, a leading digital communications and management consulting firm.
The survey, Corporate Communication Index 2010, reported findings from nearly a quarter of the Fortune 100′s CCOs. According to the report, “nearly 90% of those surveyed reported that innovation is a primary corporate focus for the next 3-5 years, yet two-thirds of CCOs report that their function is moderately active or less so in driving innovation in the organization.”
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Tags: 2010 Index, Commentary, Social Media, video
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