Are You Prepared For An Online Crisis?
By: Sally Falkow
A recent survey conducted by Buzz Marketing, and sponsored by Marketing Profs and Trackur, shows that more than half of the BtoB marketers polled aren’t adequately prepared for an online crisis.
Although the sample universe was small, it is an indication of what BtoB marketers are thinking and doing.
- 60% say they have a good understanding of their current reputation
- 63% don’t have a blogging policy in place
- 53% place strategic importance on measuring and monitoring their reputation in 2008
- Only 42% have a strategic plan in place to manage their online reputation
- More than half (54%) are not monitoring traditional media using services like Burrells/Luce or Bacons
- 63% are monitoring social media and blogs with free online services
- Only 33% use a paid subscription service to monitor online content
- 54% say they are leveraging social networks like Facebook and LinkedIn
- 45% are monitoring their brand on these social networks
- 71% say they are not developing widgets that can be added to social sites
Recommendations from the survey:
Make measuring and monitoring your online reputation a strategic priority.
People are online and they are talking about brands - and it’s not only consumer brands.
Many other studies have shown that BtoB buyers are just as likely to research online before purchase and they are sharing intelligence and information in niche social networks.
Don’t get caught with your pants down.
