Explore Issue Areas

  • Aging
  • Agriculture and Food
  • Animal Welfare
  • Arts and Culture
  • Athletics and Sports
  • Children and Youth
  • Civil Society
  • Community and Economic Development
  • Computers and Technology
  • Consumer Protection
  • Crime and Safety
  • Disabilities
  • Education and Literacy
  • Employment and Labor
  • Energy and Environment
  • LGBTQI
  • Government Reform
  • Health
  • Housing and Homelessness
  • Human Rights and Civil Liberties
  • Humanitarian and Disaster Relief
  • Hunger
  • Immigration
  • International Development
  • Journalism and Media
  • Men
  • Nonprofits and Philanthropy
  • Parenting and Families
  • Peace and Conflict
  • Poverty
  • Prison and Judicial Reform
  • Race and Ethnicity
  • Religion
  • Science
  • Substance Abuse and Recovery
  • Transportation
  • Welfare and Public Assistance
  • Women

Explore Collections

Special Collections are curated collections of research that address a specific topic or research question.

  • IssueLab Results is #OpenForGood

  • Democracy Special Collection

  • Gun Violence Special Collection

  • Immigration Strategies Special Collection

  • Affordable Care Act Special Collection

  • Race and Policing Special Collection

View All

Knowledge Centers are a custom service of IssueLab providing organizations with a simple way to manage and share knowledge on their own websites.

  • New York Foundation Knowledge Center

  • European Foundation Centre Knowledge Center

  • TrustAfrica's African Giving Knowledge Center

View All
Get our monthly emails
  • Help
  • Sign in
  • Upload
  • Issue Areas
  • Collections
  • Services
  • About
  • News

Please login first to save in your collection.

LOGIN

SAVE TO MY LIBRARY

My Collection (0)


Visit My Library
GET EMAILS UPLOAD

SNCR New Influencers Study

by Greg Peverill-Conti; John Cass; Joseph Carrabis; Paul Gillin; Richard Nacht

Mar 10, 2008
  • Computers and Technology
  • Journalism and Media

  • DESCRIPTION

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 the SNCR's latest research study, New Media, New Influencers and Implications for the PR Profession. A survey was developed and targeted to the "power users" of social media. Nearly 300 PR, corporate and marketing communications professionals who are very experienced in social media participated in the survey, which 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. 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.

More

SNCR New Influencers Study

Download via IssueLab (418.28 KB)

Save To Library

Share Via

Suggest an edit

WHAT TO READ NEXT

  • The Business of News: A Challenge for Journalism's Next Generation
  • A Way Forward: Solving the Challenges of the News Frontier
  • How The World Changed Social Media

Published By

  • Society for New Communications Research

Funded By

  • Institute for Public Relations
  • Wieck Media

Copyright

  • Copyright 2008 Society for New Communications Research and Institute for Public Relations

Document Type

  • Report/Whitepaper
  • Text

Language

  • English

Geography

  • North America / United States
Linked Data show/hide

This web page is marked up with Schema.org microdata and formatted for machine-reading. Here's why that matters. Have a peek at what a machine sees here .

Title: SNCR New Influencers Study
Publication date 2008-03-10
Publication Year 2008
Authors Greg Peverill-Conti , John Cass , Joseph Carrabis , Paul Gillin , Richard Nacht
Copyright holder(s) Society for New Communications Research
Geographical Focus North America / United States
Keywords society for new , new communications , research and institute , RESEARCH vol , II issue
Document type Report/Whitepaper , Text
Language English
URL: https://www.issuelab.org/resource/sncr-new-influencers-study.html
Resource provided by IssueLab

Get free, worthwhile monthly emails from IssueLab!

IssueLab
  • About
  • News
  • Services
Join Us
  • Add to Issuelab
  • Open Knowledge
  • Use Our Data
Support
  • FAQ
  • Contact Us
  • Privacy Policy
  • ToS

Subscribe to our mailing list

There was an error with registration, please try again
Successfully registered!