By Jack O'Dwyer
Angus Reid, researcher who counsels many blue chip companies, yesterday urged them to be cautious in using social media, saying his research shows that most people still form their opinions from what they see in traditional media.
Reid, who heads Angus Reid Public Opinion, a division of Vision Critical, noted that while social media are popular, much of what is on that is not news and does not influence opinion as much as what is on normal channels.
John Gilfeather and Angus Reid on June 16.
Photos by Jack O'Dwyer |
Reid and other members of his team addressed a press conference at the Bryant Park Restaurant that introduced ReputationPlus, described as "a diagnostic reputation measurement and management approach that provides top companies with a comparative view of their corporate reputation and guidance for gaining a reputation edge."
It will probe such negative issues as executive compensation, and "management’s short term thinking, secrecy, greed and arrogance."
"Concentrating on negative as well as positive metrics creates a clearer picture of the backlash against corporations since the financial meltdown starting in 2008," the meeting was told.
Sees Danger in Social Media
Literature of Vision Critical says that social media is an "inexpensive and potentially explosive medium" that tempts advertisers with the possibility of "going viral," but warns that leading brands may design "strictly for this effect" which could damage them.
SM "tends to represent the bleeding edge of humor, provocativeness, candidness or shock value—more so than a brand would usually project," says Vision Critical.
This "bleeding edge" may not be consistent with the basic positioning of the product because that positioning "is earnest and thought-through and not designed for cheap gags," says VC.
This can "create confusion," it adds. "You get noticed but you don’t communicate anything valuable."
The ReputationPlus press conference yesterday. |
It further says that attention-getters are one of two things: "an infatuation with oneself (more about the advertiser than the product) or with the medium. Neither can contribute much brand staying power."
Nike and Apple are cited as examples of brands that "translate well across all channels."
Reid has been in research more than 40 years, heading the Angus Reid Group which became the largest research firm in Canada with revenues of $60 million.
He sold it to Ipsos SA in 2000 and in 2004 became CEO of VC, founded by his son Andrew. The company specializes in online opinion panels.
Gilfeather Urges "Reality Connection"
Researcher John Gilfeather, who has been consulting with VC on the new program, said, "It is important to dispel the myth that reputation can be captured in a simple index number.
"Reputation needs to be better connected to market and business realities. There are stakeholder segments which are more important and influential and segments that have less impact. These segments have different media consumption patterns. ReputationPlus recognizes this and can give corporations a specific insight and guidance into managing reputation."
A benchmarking study has been completed by VC and results are available so corporations can gain a "deeper understanding of public perception across a variety of competitive sets."
Companies taking part were evaluated by 800 Americans drawn from the company’s online "Springboard America" panel. Demographic breakout included investors and active investors.
The U.S. census balanced sample included those aged 21 and over. Future studies will be based on 1,000 Americans.
Five 'Media Personalities'
VC has come up with what it calls five "media personalities."
"Media Maniacs" rarely pick up a newspaper or magazine and get almost all their information from social media, radio and TV. They tend to be more brand-conscious.
"Socialites" also rarely pick up a magazine and are nearly indifferent to newspapers. They rely on the internet for news and can also be found on SM. They’re more interested in TV than radio.
"Broadcast Receivers" like all segments but are turning less to magazines and newspapers.
"Joe Watchers" never miss a favorite show and shun all media except TV and online news. They don’t use SM.
"Tuned-Outs" are "old school who mostly avoid the media except for favorites.
Companies can take part in a pilot study for $16,500 which would include a profile of American attitudes on broad issues and a company-specific report comparing their results to two other companies, plus VC’s corporate benchmark.
Other prices may be customized. |
