The use of social technologies – whether social networking, video sharing, RSS, or some other form – might improve marketing effectiveness, but there are risks that need to be weighed alongside the benefits, according to [PDF] a report from McKinsey. Most executives from around the world recognize these concerns, which range from increased risk of confidential information being leaked (55%), to employees posting content on external social sites that reflects negatively on the company (30%).
In fact, only 6% of respondents said that leaders do not associate any risks with the use of social technologies.
An August 2012 study from the Altimeter Group – which surveyed individuals for whom social media risk management is their primary or a significant part of their responsibility – found 35% of respondents identifying reputation or damage to the brand as a critical risk of social media use. A majority also cited release of confidential information as at least a moderate risk. Read the rest at MarketingCharts.
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