A new study, "New Media, New Influencers and Implications for the PR Profession," presented at the Society for New Communications Research Symposium in Boston last month focused on the rising interest of businesses in targeting "influentials" through such social media as blogging. 

The study, funded by the Institute for Public Relations and Wieck Media, surveyed almost 300 professionals experienced in social media. The focus was on how influence patterns are changing with the advent of new technologies and how those changes can best be addressed. The study also includes a number of case studies.

Fifty-seven percent of respondents said that social media tools are becoming more valuable to their activities as more customers and influencers use them, and twenty-seven percent reported that social media is a core element of their communications strategy. A small percentage, about 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.

Jen McClure, executive director of the Society said, "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, and social media.

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

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.