The Web is starting to serve up more and more dish, and online opinion leaders are eating it up with a spoon. So to make sure they're getting the right info, corporate
communication executives need to be extra vigilant in tracking stories about their companies. According to new research by Burson-Marsteller, 81% of so-called e-fluentials -- or
online influencers -- have used the Internet in the past year to discuss, post or forward hearsay information about a company, brand or CEO to their colleagues, family or friends.
The poll says rumors are not taken at face value. To wit:
- 86% of online opinion leaders first confirm details through news Web sites such as ABCnews.com, CNN.com, MSNBC.com or NYTimes.com.
- 73% of online "influentials" turn to a company's Web site before trading on a rumor.