Social media continues to grow and have a big impact on the way corporations are communicating, both internally and externally. And now we have proof.
In their paper, An Analysis of the Increasing Impact of Social and Other New Media on Public Relations Practice, Dr. Donald Wright, professor of Public Relations at Boston University (official motto: “No, you’re thinking of Boston College”), and Michelle Hinson, director of development, Institute for Public Relations, found that social media continues to have a positive effect on the way organizations are communicating.
Every year for the last four years, they have looked at the impact social media has on corporate communication, mainstream media, the perception of blogging, and the public relations industry. They surveyed PR professionals from around the world, and received 574 usable responses. The 2009 study compared data between 2008 and 2009. The results may surprise you. (Or not. You’re a hard bunch to please.)
In a nutshell, the belief that social media is having an effect on external communication has grown by 11% from 2008 to 2009; internal communication has grown by 7%.
Similarly, the duo found similar results when they asked whether social media complimented traditional mainstream media, or conflicted with it. In 2008, 75% believed it complimented, but in 2009, that number grew to 85%
While the report is chock full of useful statistics (yes, I said “chock full;” I’m from Indiana, what do you want?!), these two are rather important for PR professionals. These two stats speak volumes about what PR professionals should be thinking about social media, and how they can and should be pitching it to their clients.
- Companies are beginning to use social media to speak to customers. The fact that this number has increased by 11% from one year to the next says that companies are starting to take notice. And this trend will only continue to grow over the next few years. If your clients aren’t using social media, point out that their competitors are. And unless your client wants to slowly melt away into irrelevance, they will start using social media to get their own message out.
- Publicity should no longer rely on traditional media. I recently wrote a blog post for a client about Generation Y, and how some marketers are calling this 82 million-strong demographic “The Unreachables.” That’s because they don’t read newspapers or watch TV. They read Yahoo, watch YouTube, and text the bejeezus out of each other. If you want to reach Generation Y, go to where they are, don’t make them come to you.
- Your biz dev job just got easier. If more companies believe social media is beneficial, conversely fewer companies believe it’s detrimental. As a (thankfully) former salesman, the customers I truly hated where the ones who never saw the need for whatever I was selling, and were often stubbornly obstinate in refusing to try to understand why it was important. Now, while these stats don’t mean that 84% of all companies are open to using social media for external communications, it does represent a decrease in the number of companies that refuse to participate in social media. For the salesperson, this means fewer puzzled looks and steadfast refusal to accept that their thermal fax machine is now passé.
There are a lot more data points the study demonstrated, and a lot more surprising results that bloggers, social media pros, PR pros, and the mainstream media can all learn from. We’ll discuss some of them in future posts.
About Erik Deckers
