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7) Social Media Risks and Rewards
Grant Thornton LLP, Financial Executives Research Foundation Inc.
Why this research is important: While social media has developed many new opportunities for
organizations to communicate and interact with its publics, it has also created new forms of risk. This
research revealed the importance of social media utilization within the organization, but also the need
to monitor risk involved.
Method: A 32-question online survey was completed by 111 senior-level executives from public and
private companies during May and June 2013. Seven in-depth interviews with executives were also
conducted during June 2013.
Key findings:
More than half (55%) of participants felt social media will be an important part of future
corporate marketing efforts.
More than half (59%) of companies surveyed did not perform a social media risk
assessment, but more than a third of participants (36%) said their company had social
media training.
While more companies may be addressing social media governance and risk, many are
not conducting risk assessment.
Link: http://www.grantthornton.com/~/media/content-page-files/advisory/pdfs/2013/ADV-social-
media-survey.ashx
© 2014 Institute for Public Relations 8
Grant Thornton LLP, Financial Executives Research Foundation Inc.
Why this research is important: While social media has developed many new opportunities for
organizations to communicate and interact with its publics, it has also created new forms of risk. This
research revealed the importance of social media utilization within the organization, but also the need
to monitor risk involved.
Method: A 32-question online survey was completed by 111 senior-level executives from public and
private companies during May and June 2013. Seven in-depth interviews with executives were also
conducted during June 2013.
Key findings:
More than half (55%) of participants felt social media will be an important part of future
corporate marketing efforts.
More than half (59%) of companies surveyed did not perform a social media risk
assessment, but more than a third of participants (36%) said their company had social
media training.
While more companies may be addressing social media governance and risk, many are
not conducting risk assessment.
Link: http://www.grantthornton.com/~/media/content-page-files/advisory/pdfs/2013/ADV-social-
media-survey.ashx
© 2014 Institute for Public Relations 8
