A vast majority of Canadians believe social media has the most capacity of any medium to damage individuals’ and companies’ public images, a new public opinion poll has found.
It found 84% of 1,000 Canadians surveyed and 88% of millennials believe social media “can do a great deal of damage to the image of an individual or organization.”
The study was commissioned by the new social public relations firm Signal Leadership Communication, which specializes in helping executives deal with digital disruption. It was conducted by Nanos Research, whose chair Nik Nanos is a partner in Signal Leadership.
Broadcast television and online news tied as the second most damaging medium to one’s reputation with 71%, followed by print newspapers (52%) and radio (48%).
Social media is typically perceived as a potent PR tool to build a positive perception, but the study shows something new, says Signal Leadership principal Bob Pickard. “Social media is now also seen as the most dangerous medium with the power to harm public image at a time when one’s online brand identity projected via social networks is more important than ever before.”
The study also finds 71% of Canadians consider online news as the most timely source to get information, followed by radio (60%), broadcast television (59%), social media (41%) and print newspapers (27%).
Results of the study indicate marketers need to “respect social media’s image-making and image-breaking power, and design more campaigns that expressly address and orchestrate online sentiment and sharing,” Pickard says.
While some PR firms have been studying traditional concepts like trust for years, times have changed. Instead fear, anger, danger and even abuse are being shared online, Pickard says.
“Social media is emotional media. The PR impact of this often toxic new digital dynamic on building an image, managing an issue [or] protecting a reputation is enormous and clients need fresh perspectives and contemporary solutions.”
Signal Leadership principal Janice Mandel adds that social media increasingly shapes the way news is produced and perceived, making it crucial for leaders to carefully plan their approaches to both traditional and new mediums.
“There is very little time today for public relations storytelling. Instead, there is a need to be nimble and respond appropriately as a story plays out. Good judgment and digital savvy are key to managing reputation. There’s far more risk for something to go wrong and explode virally.”
The survey was conducted by phone, using landlines and cellphones between March 31 and April 4. It had a margin of error of plus or minus 3.1 percentage points, 19 times out of 20.
