Here's a report that Kris Boone shared with me today...it has a lot of helpful information about how new media is changing traditional marketing, with the new style "characterized by conversation and community". Note>>>there's that community word again. Social media are changing the way we think about media and influence. The report, "New Media, New influencers and Implications for Public Relations," is from the Society for New Communications Research. The biggest disappointment I have with the report are the typos throughout...I certainly hope new media doesn't mean sloppiness on the part of professionals.
If you don't have time to read the report (I printed it out if you want to borrow it), these are the conclusions:
1. Social media is becoming a core channel for disseminating information.
2. Blogs, online video and social networks are the most popular social media tools (now).
3. The top criteria for determining relevance and influence of blogs or podcasts include quality of content, relevance of the content to the brand, and search engine ranking.
4. The top criteria for evaluation someone's influence in online communities and social networks is participation.
5. About half of communicators are measuring the effects of social media.
There are several case studies. The summary of the case studies is that direct communication (using conversational voice, and supported by real people with an independent interest) can make a huge difference in the way people understand and interact with their brands.
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