Social Media Survey: Execs Have Motivation, Lack Confidence

The results of the PR News/Cision Social Media Survey are in, and one thing is for certain: Engaging with and tracking social media are now standard PR practices. That said, the more than 900 communications professionals who responded to the survey voiced a mixed bag of concern, skepticism and optimism over the value of the blogs and social networks that are currently being implemented within their organizations (for complete results, see page 2). "Engaging with social media is now standard PR practice, but respondents indicate most engagement is still mostly reactive," says Stephen Debruyn, vice president of Marketing for Cision North America. "Companies are asking their PR people to monitor and respond to blogs and social network conversations that have the potential to harm (or help) their brand images and corporate reputations." This is indicative that the world of digital media is still a Wild West for many executives, who have accepted the fact that these platforms are necessary pieces of communications strategies, but who are still fumbling for the best ways to engage with and implement them into day-to-day activities.

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