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Marketers and public relations professionals today are confronted with an astounding
array of new communications channels. Internet-based social media tools like blogs,
podcasts, online video and social networks are giving voice to the opinions of millions of
consumers. While mainstream media continues to play a vital role in the dissemination
of information, even these traditional channels are increasingly being influenced by
online conversations. The “new influencers” are beginning to tear at the fabric of
marketing as it has existed for 100 years, giving rise to a new style of marketing that is
characterized by conversation and community.
Marketers are responding to these forces with a mixture of excitement, fear and
fascination. They’re alarmed at the prospect of ceding control of their messages to
a community of unknowns. Yet at the same time they’re excited about the prospect
of leveraging theese same tools to speak directly to their constituents without the
involvement of media intermediaries.
The Society for New Communications Research set out to conduct an examination
of how influence patterns are changing and how communications professionals are
addressing those changes by adopting social media. The goals were to discover how
organizations:
The larger goal of the study was to use these discoveries to offer a set of
recommendations to professional communicators.
The Sample
Of those organizations surveyed, 78% use blogs, 63% use online video, 56% use
social networks and 49% use podcasts in their organization’s communications initiatives.
The total sample size for the survey portion of the study was 297 communications
professionals: 37% of whom were public relations / marketing communications
professionals working within an agency, 35% of whom were in-house public relations
and corporate communications professionals; 22% were public relations and marketing
communications consultants; 4% worked for media companies and 2% were advertising
and/or brand marketing professionals.
Table 1:
Which of the following online tools has your organization used in at least one campaign?
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Table 2:
Please rate your perception of each tool’s effectiveness toward achieving campaign goals
(1= not at all effective; 5= very effective)
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Table 3:
In evaluating the influence of your organization’s social media initiatives, which criteria do
you consider to be the most important? (1= not at all effective; 5= very effective)
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Table 4:
Which metrics do you consider to be the most important when measuring the effectiveness of
your overall efforts in comunicating with the “new influencers?”
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Table 5:
In evaluating the importance of a blogger or podcaster to your PR or marketing
communications programs, which criteria do you consider? (1= not at all important; 5= very
important)
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Conclusions
Based on these findings, the researchers arrived at the following top-line conclusions:
Table 6:
What criteria have you found valuable in defining the influencers that matter to you
within social networks? (1=not at all valuable; 5=very valuable)
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In short, social media are clearly changing the way we think about media and
influence, but even as more companies adopt social media, they are still struggling to
find effective metrics for deciding who are the most influential players. These findings
reflect an ongoing debate over the applicability of conventional metrics to new media,
and the lack of clearly defined best practices for measuring social media. The question of
metrics will probably remain fluid until the industry settles on some broadly agreed-upon
standards. It is our hope that this study helps to move this debate and discussion forward
Table 8:
How likely do you believe the people in the following brackets are to be influened by social
media? (1=not at all likely; 5=very likely)
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Paul Gillin is a Senior Fellow of the Society for New Communications Research. He is a veteran technology
journalist and founding editor-in-chief of TechTarget. Previously, he was editor-in-chief and executive editor
of Computerworld magazine. He writes the social media column for Business 2.0 magazine, and his book, The
New Influencers chronicles the changes in markets being driven by the new breed of bloggers and podcasters.
Gillin specializes in advising business-to-business marketers on strategies to optimize their use of online chan-
nels. Paul blogs at www.paulgillin.com.
The research team for this study was comprised of five SNCR Fellows: Joseph Carrabis, John Cass, Paul Gillin,
Richard Nacht and Greg Peverill-Conti. The Society for New Communications Research thanks these individu-
als for their work on this study.
In addition, the Society thanks the many participants in the survey and case study portions of the study and
extends its appreciation to the Institute for Public Relations and Wieck Media for their support of this research.