The first study is out of the IPRRC, presented by Michelle Hinson, Development Director for the Institute for Public relations and Dr. Donald Wright of Boston University.
For the past three years they've conducted an annual survey of public relations professionals to see how they are using social media.
Their most interesting findings were the shift in attitude from the old command and control model to a more laissez faire view. For the second year in a row, more people felt that it was permissible for employees to blog during regular working hours. For the third year in a row, more respondents say that they do not feel it is ethical to conduct research or monitor employees blogging, even though more organizations say they are conducting this type of research. Three years algo, only 3% of companies studies said they monitored employee blogging, this year it is at 15%.
Other interesting data points: 2/3rd say that social media has enhanced public relations. 61% said that blogs and social meidia have changed the way their organizations communicate. 84% say that social media has made communications instantaneous, and verbatim comments added that it has reduced turnaround times and made the profession more "nimble."
Another piece of good news was thatblogs have lessened the impact of lawyers, and say that social media creates an opportunity to build relationships.
One disturbing finding was that only 44% expect bloggers to be honest, truthful and ethical, compared to 75% for traditional media. I wonder how the bloggers would rate the PR people on the same traits?
Wright and Hinson's research was done on a worldwide sample of members of IPRA, IPR Page Society and other PR organizations. 328 people completed the survey, a little more than half were from North America.
Another study from PR News and Pepperom Finds Companies Unsure if their Web Marketing Works.
Other findings:
- Over one-third of companies (36%) say it's too soon to tell if their digital marketing programs are successful, and an equal percentage rate their programs as either only "somewhat" or "moderately" successful.
- Over 60% feel they are at best parallel or even behind their competitors on digital initiatives.
- Most
feel the Web will play a bigger role ahead, even if we move into a
recession, yet over half of those surveyed expect their digital spend
to increase only "slightly" or "somewhat" over the next 12 months. - Almost one-third see the Web as a vehicle for building or enhancing reputations—but only 19% say the Web can drive sales.
- Over 30% of respondents feel the C-suite is apathetic to digital marketing.
- Few companies (less than 25%) feel fully prepared to handle a crisis on the Web.
Comments