Getting coverage in traditional media ranks near the bottom of the list for 300 communicators responding to a recent survey sponsored by the Society for New Communications Research (SNCR), according to a December 6 release.
Fifty-seven percent of 300 respondents in a recent SNCR survey said that social media tools are becoming more valuable to their activities as more customers and influencers use them. Twenty-seven percent of respondents reported that social media is a core element of their communications strategy. Only 3 percent stated that social media have 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.
These are 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.
Nearly 300 public relations, corporate and marketing communications professionals experienced in social media participated in the survey, which focused on how influence patterns are changing and how communications professionals address those changes.
According to the SNCR release, survey respondents said the most effective tools for their social media initiatives are blogs, online video, and 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, and search engine rankings.
According to SNCR, fifty-one percent of respondents formally measure 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 and posts relevant to the organization or products. Close to the bottom of the list was traditional media coverage.
SNCR reports that detailed study results will be published in the upcoming issue of the Journal of New Communications Research.