The Rising CCO: Study on the "Threat of social media"
More than 30 percent of international heads of communications departments are not prepared for the threats posed by social media. This was revealed in the annual study «The Rising CCO.».
Today, the reputation of companies and brands is increasingly exposed to greater risks from online threats. According to the annual study "The Rising CCO III", conducted by the global recruitment consultancy Spencer Stuart in collaboration with the PR agency Weber Shandwick, 34 percent of all heads of communications departments worldwide report that their company's reputation has been threatened by social media in the last 12 months. However, the same 33 percent say they are unprepared to deal with this type of online reputation threat. Social media threats are a top priority in the minds of CCOs at the world's largest companies this year. They predict that social or online media will not only be the biggest challenge next year, but also a huge opportunity; 54 percent cite experience with new/social media as the most important skill for communications professionals going forward.
Across the globe, CCOs are gearing up for the challenge: social media/blogging is expected to be the fastest growing function in communications departments over the next 12 months, given its dramatic growth from 28 percent in 2008 to 41 percent in 2010. When it comes to new skills and know-how for the contemporary CCO, the online threat to corporate reputation makes mastery of social media all the more imperative, says George Jamison, who heads up the CCO division at Spencer Stuart. "Reliable experience in this area has gone from a nice-to-have to a must-have when it comes to the most coveted leadership positions," he says.
The Rising CCO
The study, now in its third year, examines the roles, responsibilities and opinions of communications executives in the world's largest companies. The study involved 127 participants from companies in North America, Europe and the Asia-Pacific region. Eighty-seven percent of respondents are members of Fortune 500 companies. The study was conducted online in May and June 2010.
Across the globe, CCOs are gearing up for the challenge: social media/blogging is expected to be the fastest growing function in communications departments over the next 12 months, given its dramatic growth from 28 percent in 2008 to 41 percent in 2010. When it comes to new skills and know-how for the contemporary CCO, the online threat to corporate reputation makes mastery of social media all the more imperative, says George Jamison, who heads up the CCO division at Spencer Stuart. "Reliable experience in this area has gone from a nice-to-have to a must-have when it comes to the most coveted leadership positions," he says.
The Rising CCO
The study, now in its third year, examines the roles, responsibilities and opinions of communications executives in the world's largest companies. The study involved 127 participants from companies in North America, Europe and the Asia-Pacific region. Eighty-seven percent of respondents are members of Fortune 500 companies. The study was conducted online in May and June 2010.
