At the Top Com Corporate held from 7 to 9 February 2011, the theme of e-reputation, TNS Sofres has analyzed the impact of social networks on the reputation of the CAC 40.
67% of social network users think that the web has profoundly changed the way they learn about business, and 44% say they "love" using the Internet to try to influence corporate behavior.
Compared to a previous survey conducted by TNS-Top Com in 2008, there was an extension of inquiries addressed to the corporate brand, these dernirères beyond mere commercial dimension. 9% of users of social networks have already criticized a boss or a company director and 21% expressed a negative opinion concerning the companies acted improperly in their eyes.
A significant buzz on the CAC companies:
companies are the subject of a major buzz on Twitter, especially in the areas of automotive, consumer and telecommunications. Of the 42 businesses tested, eight were exceeded in the last quarter of 2010, an average of 350 tweets daily "Renault, France Telecom Orange, Carrefour, PSA Peugeot Citroen, L'Oreal, Michelin, Danone and BNP Paribas. 19 other companies have attracted between 100 and 300 tweets daily "on average each day.
The angles are varied: social management, offers commercial, service quality, advertising and sponsorship, corporate news.
What is there in the minds of Internet users? For 17 companies, the buzz has left traces in the minds of more than 10% of French Internet users attending social networks, or more than 2 million people. A quarter of them even remember to have heard of the SNCF and France Telecom Orange.
The effect of buzz on trust in companies is neither linear nor automatic. The indicator tone varies among companies. On average, it seems quite favorable: 26% of Internet users have heard of companies tested well, 20% wrong and more than a majority in a neutral (52%).
However, the tone and intensity of buzz do not influence "automatic" and the linear dimension of trust. Crises born of e-reputation on the Web remain marginal. Social networks rather amplify already publicized crises or conversely they absorb some inquiries from active minorities, or they settle on how long the image of a company, in connection with the interests of Internet users.