A new study published by the Society for New Communications Research has found that social media is rapidly becoming a core channel for companies to position their brands, products and services. In addition to some interesting findings and stats, the report includes an array of informative case studies from brands and organizations, such as Quicken Loans, American Red Cross, The Mayo Clinic and others.
The study, which focused on what it calls 'social media power users,' found that PR and corporate communications professionals are increasingly relying on a wide variety of new tools and technologies to reach audiences. Having spent years in PR myself, this is welcome news for an industry that has been criticized at times for its slow adoption of new media.
Fifty-seven percent of respondents indicated that social media is becoming more valuable to their marketing activities, while 27% went as far to say that social media is now a core element of their communications strategy. Surprisingly, search engine rankings and Web site traffic were among the top responses for measuring the effectiveness of social media on brand building.
The study, which can be downloaded for free, was conducted by an impressive team of SNCR fellows - Joseph Carrabis, John Cass, Paul Gillin, Richard Nacht and Greg Peverill-Conti.
Tags: social media