Social Notworking: Read Interbrand’s New Report on the Corporate Digital Divide


The organizers of the Digital Media Summit today in Toronto tweeted the following question: “Are you guilty of ‘social notworking’?”

Some new research spearheaded by Jeff Mancini, Interbrand’s New York-based senior director of digital strategy, who’s also a participant at the conference, reveals how companies are guilty of ‘social notworking’ — and what they can do about it.

Interbrand’s just-released survey of 672 companies across 10 sectors — in a new report titled “From Digital Strategy to Brand Mastery” — takes the pulse of corporate social marketing efforts with some telling results:[more]

• 16% of the companies that responded classified their social marketing efforts as non-existent, or “digitally inactive.”

• 68% of respondents believe they are ahead of the competition (but are they? Read on…)

• More than half (56%) of digitally active companies reported that they do not have a social media policy.

• Half of the companies (49%) surveyed said they do not have a dedicated social media group or committee.

• A full 36% of all respondents felt that their company’s investment in employee education on their corporate digital strategy is inadequate — indicating a missed opportunity for internal brand engagement.

• Only 13% of all respondents claim they audit competitors continuously.

• More than a quarter said they don’t solicit customer feedback to inform their digital efforts, while 46% are not mining social data for insights. Only 53% are monitoring for defamation of their brand. 

• Some 42% said they have developed their digital strategy within the past two years, so it’s evolving. Even so, 74% of respondents think the objectives of their digital strategy are clear — while one-third believe their brand experience to be inconsistent across digital touchpoints.

On average, digitally active companies engage in few than half (7 out of 15) of the “fundamental” digital activities necessary to establish a comprehensive presence.

For more on what those 15 digital fundamentals are, what’s working (and not working) and what companies and brands need to prioritize in order to move from digital strategy to digital mastery by downloading the free report.