New Influencer Study Initial Findings Shared At Society for New Communications Research Symposium
Adoption Strong but Companies Struggle to Identify Influentials
BOSTON--(Business Wire)--As more companies adopt social media, they struggle to find
effective metrics for deciding who are the most influential players.
This is among the initial findings of a study, "New Media, New
Influencers and Implications for the PR Profession," presented at the
Society for New Communications Research Symposium in Boston, MA this
week. (www.sncr.org/symposium). The study was funded by the Institute
for Public Relations and Wieck Media (www.wieck.com).
Nearly 300 public relations, corporate and marketing
communications professionals experienced in social media participated
in a survey focused on how influence patterns are changing and how
communications professionals are addressing those changes. In
addition, several case studies have been collected.
Fifty-seven percent of respondents said that social media tools
are becoming more valuable to their activities as more customers and
influencers use them. Twenty-seven percent reported that social media
is a core element of their communications strategy. Only three percent
stated that social media has little or no value to their
communications initiatives. Respondents believe that social media is
most effective for the following sectors: arts, entertainment and
recreation; communications; computer hardware; and education.
"Blogs, podcasts, and social networks are changing the way we
think about media and influence," said Jen McClure, executive director
of the Society. "We wanted to learn what criteria communications
professionals use to define new influencers; how social media is being
used to communicate with these influentials; and how to measure the
effects of such efforts. The ultimate goal of the study is to offer a
set of recommendations to the PR profession."
Respondents reported that the most effective tools for their
social media initiatives are currently:
-- Blogs
-- Online video
-- Social networks
The top three criteria for determining the relevance and potential
influence of a blogger or podcaster are:
-- Quality of content on the blog or podcast
-- Relevance of content to the company or brand
-- Search engine rankings
Surprising to the researchers was the fact that criteria that
measured online engagement for blogs and podcasts were among the least
important to the respondents.
However, for online communities and social networks, the top three
criteria for evaluating influence do reflect the importance of online
engagement:
-- Participation level
-- Frequency of posting by the community member
-- Name recognition of the individual
Fifty-one percent of respondents are formally measuring the
effects of their social media initiatives. The metrics they value most
are enhancement of relationships with key audiences, enhancement of
reputation, customer awareness of program and comments/posts relevant
to organization/products. Close to the bottom of the list was
traditional media coverage.
"The respondents are admittedly power users, but their thinking on
new media and influencers will be instructive to all communications
professionals," said McClure.
Detailed results of the study will be published in the upcoming
issue of the Journal of New Communications Research and a full report
will be made available via the Society and the Institute for Public
Relations in early 2008.
About the Institute for Public Relations
The Institute for Public Relations is an independent foundation
dedicated to the science beneath the art of public relations. It
exists to build and document research-based knowledge in the field of
public relations, and to mainstream this knowledge into practice and
education. For more information, visit http://www.instituteforpr.org.
About Wieck Media
Wieck Media is the official online technology partner of the
Institute for Public Relations. Launched in 1991 by a group of United
Press International veterans, the company was founded to facilitate
the distribution of news, images and video to print, broadcast and web
news outlets around the world. Key clients include The New York Times,
Kyodo International, Toyota, GM, Honda, DaimlerChrysler, Ford,
Michelin, Verizon, Australian Customs Service, Los Angeles World
Airports, American Airlines, Southwest Airlines, Haymarket Publishing
in London and The Arthur W. Page Society. For more information, visit
http://www.wieck.com.
About the Society for New Communications Research
The Society for New Communications Research is a global nonprofit
501(c)(3) think tank dedicated to the advanced study of new
communications tools, technologies and emerging modes of
communication, and their effect on traditional media, professional
communications, business, culture and society. The Society's Fellows
include more than 40 futurists, scholars, business leaders,
professional communicators, members of the media and technologists
from around the globe. In addition, the Society's members include a
Vendor Council with representatives from more than a dozen leading
technology companies and Organizational Affiliates comprising industry
associations, research organizations and other leading think tanks.
For more information about the Society for New Communications
Research, visit http://www.sncr.org or call +1 (650) 331-0083.
Society for New Communications Research, Boston
Jen McClure, Executive Director, 650-331-0083
650-387-8590 - mobile
jmcclure@sncr.org
Copyright Business Wire 2007
