A new study from the Society for New Communications Research focuses on how social media is taking on a primary channel for brands and products. Focusing on “social media power users” (aka influencers), the report includes case studies and information from organizations such as the American Red Cross, Mayo Clinic, Blendtec, and Quicken.

“social media power users,” i.e., communications professionals with a deep knowledge and heavy usage pattern of social media tools including blogs, podcasts, online video, social
networks, and other new and emerging communications tools and technologies.”

Unfortunately the report indicates that public relations and corporate communication experts are evolving into the new media space, but I have to disagree in the fact that most communication professionals are falling behind the curve, instead of in front of it.

Overall the study is fairly well done (42 pages) and highlights some excellent data points. You can download the report for free here.

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.

The research team at SNCR included:

• Joseph Carrabis- CRO and founder of NextStage Evolution
• John Cass- Online Community Manager for Forrester Research
• Paul Gillin- Author of the social media column for Business 2.0 magazine, and The New Influencers
• Richard Nacht- He is the founder and CEO of Blogging Systems
• Greg Peverill-Conti- Vice President at Weber Shandwick Public Relations

If you know of any additional social media white paper resources, please let us know about them!