To view the Social Media Release, click here: http://smr.newswire.ca/en/cnw/study-use-of-social-media-in-public-relations-campaigns
TORONTO, June 7, 2011 /CNW/ - The results of the Social Media Reality Check 2.0 survey are clear: public relations practitioners continue to find value
in using social media, as consumer use of social networking tools
In 2009, CNW and Leger Marketing conducted the first Social Media Reality Check, a unique study that explored professional communicators' use of social
media compared with consumer opinions about social media influence on
their purchasing behavior. Now, two years later, the Social Media Reality Check 2.0 has revealed insight into how social media use has grown; campaign
objectives and measurement, as well as gaps and overlaps in PR
practitioner perception and the consumer reported reality.
"Social media continues to be one of the most quickly evolving areas of
the public relations profession; not to mention a hot topic of
discussion both online and off," said Laurie Smith, Vice President,
Culture and Communications at CNW. "Two years is a long time in the
online world and much has changed. We are very excited to partner again
with Leger Marketing to re-examine the results of the 2009 Social Media Reality Check and see what's new."
Twitter use continues to grow
There's no denying the impact of Twitter on the social media scene in
the past two years. In 2009, only 39% of communications professionals
reported using Twitter in their professional life. In 2011, Twitter
usage has jumped to 76% among this group. Their audience, however, is
only using Twitter 32% of the time. While this is still significantly
less, it highlights a 300% growth in the past two years, up from 8% in
The practitioner/audience gap is closing
While Facebook and YouTube are still the top two go-to sites for users, others that have surged in usage (besides Twitter) since the 2009
study include Wikipedia, Skype and LinkedIn. And it seems that
communication professionals are now in tune with consumer users - in
2009 there was a disconnect between these two groups when it came to
top site usage. Now practitioners are also using LinkedIn and Skype
The influence of social media on consumers
Despite only half of respondents stating that online reviews influence
their purchasing behavior, 37% of consumers say that they have
purchased a product they heard about on social media first. Consumers
agree that social media influences smaller purchasing decisions such as
which books to read and music to buy.
Rising social media budgets
The number of organizations that have a budget devoted to social media
have doubled since 2009 (from 15% to 30%), and 32% of professionals
surveyed this year say they have a dedicated social media team in
Objectives remain informal
Awareness (66%) and generating dialogue (59%) were the top objectives
for social media campaigns in 2009. This year, visibility (73%) and
awareness (70%) top the list. However, campaign objectives remain
largely informal with little change vs. 2009 (26% vs. 31% respectively
saying that they have formal, measurable objectives in place).
"The results of the Social Media Reality Check 2.0 survey revealed some interesting trends and changes over the last two
years," said Dave Scholz, Vice President and General Manager of Leger's
Toronto office. "Keeping the pulse on audiences' changing uses of
social media will give PR practitioners valuable information that may
be useful in designing social media campaigns in the future."
This year, the scope of the survey was expanded to include US PR
practitioners and consumers, as well as investor relations
professionals and institutional investors.
More results from the Social Media Reality Check 2.0 will be presented at the Canadian Public Relations Society Annual Conference on Tuesday, June 7. Laurie Smithand Dave Scholz will share the Canadian
results of the 2011 survey and what it all means for public relations
To join the ongoing conversation on the Social Media Reality Check, visit Beyond the Wire at http://blog.newswire.ca.
To request a copy of the full report, contact Amanda Laird at firstname.lastname@example.org.
This survey was conducted among 1,039 users of social media and
590practitioners. With a sample of this size, results of the user study
can beconsidered accurate to within +/-3.04% and results of the
practitioners can beconsidered accurate to within +/-4.03% at the 95%
confidence level, 19 times out of 20.
About CNW Group
CNW connects organizations to relevant news audiences through integrated,
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www.newswire.ca | blog.newswire.ca
About Leger Marketing
Leger Marketing is the largest Canadian-owned research firm,
specializing in communications research. Established in 1986, Leger
Marketing provides accurate data and insights with quality service to
clients across Canada, the US and the world. In partnership with
Leger's academic advisors, business
advisory boards, and global partners, Leger Marketing brings recognized
expertise and knowledge to leading communications firms and corporate
clients. Learn more at: http://legermarketing.com/.
/NOTE TO EDITORS: Media Assets accompanying this story are available as
SOURCE CNW Group Ltd.
For further information:
Communications Specialist, CNW