Social media case studies and strategies highlight a research report recently released by the Society for New Communications Research. The report, "New Media, New Influencers and Implications for Public Relations," also features detailed findings from a survey of communications and marketing professionals focused on changing patterns of influence resulting from social media and other new communications technologies.

"New influencers are beginning to tear at the fabric of traditional marketing and communications, giving rise to a new approach characterized by conversation and community," said Paul Gillin, one of the study's team members and author of The New Influencers. "PR and marketing communications professionals are responding 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 this new opportunity to speak directly with their constituents." 

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. 

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. 

Industries that have led the way with social media, including media, entertainment and technology were perceived as being well ahead of the pack in terms of their ability to use social medial tools to enhance their influence. Respondents cited the following sectors: arts, entertainment and recreation; communications; computer hardware and education. 

"This study represents one of the first in-depth investigations into changing patterns of influence and their impact on public relations and corporate communications," commented Jen McClure, SNCR's executive director. "We wanted to learn what criteria communications professionals use to define new influencers; how social media is being used to communicate with these influencers; 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. These are embodied within the excellent case studies collected by our research fellows."