Despite 2.078bn people worldwide having access to at least one social media account, only 15% surveyed by the North America-based Public Affairs Council (PAC) describe social media as influential in shaping their opinion of a business.

Recent research conducted by the PAC highlights that it is, instead, personal experience of a business which is the most widespread driver of opinion. While public opinion is often the most vocal, corporations must not underestimate how its own employees can shape the attitude of others. Sometimes internal voices are the most telling.

Social media has been ranked as least likely to impact business attitudes for the seventh year in a row. With word-of-mouth more integral to sustaining a successful business performance than perhaps first anticipated, how a corporation treats its people is likely to have the greatest influence.

Another situation in which social media has proven to be less effective than personal contact is in the instance of a corporate crisis.

The survey shows that 41% of the North American public said that communicating any issues effectively online, while detailing steps to resolve it, was acceptable for a crisis management situation. Yet 72% favoured the corporation taking public responsibility while explaining how an acceptable solution might be reached. It is in this instance that an efficient and clear crisis response strategy should be issued accordingly, with 64% of those surveyed suggesting future interaction with the corporation could hinge on their crisis response plan. Once again, forward-facing communication prevails as just 16% of people surveyed by the PAC stated that respectable company reputation would come before effective crisis management.

Even highly regarded brands could quickly find their reputation compromised in the aftermath of an ill-handled situation. Distinct and competent communication is therefore paramount to an effective business plan; customer contact is highly influenced by effective public relations.