Society for New Communications Research Launches the 2010 New Symbiosis of Professional Networks Study

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Study Is Designed to Benchmark the Impact of Social Media on Enterprise Decision-making

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The social nature of decision-making has increased with great strength, connecting generations of professionals to each other—changing the dynamics of customer relationship management, marketing, and communications – forever,” states Bulmer.

The Society for New Communications Research (SNCR) today announced the launch of the 2010 New Symbiosis of Professional Networks study.

Now in its second year, The New Symbiosis of Professional Networks is an annual research study led by SNCR Fellows Donald Bulmer, Vice President, Global Communications, Industry and Influencer Relations, SAP and Vanessa DiMauro, CEO of Leader Networks.

The study is designed to benchmark the impact of social media on enterprise decision-making – how business leaders use online communities and peer networks to support their decisions. The study will examine the role of social media on decision-making among enterprise users and explore the dynamics of trust, as well as the value of engagement and collaboration to support decision-making and innovation across company operations for internal and external purposes.

Specifically this study will explore the following questions:

  • Is social media regarded as a trustworthy source of information for professionals?
  • What do enterprise decision makers value most when interacting with peers through social media and social networks?
  • How do enterprise decision makers use social media to gather information, advice and support peer collaboration; and how do they compare to traditional off-line networking and knowledge share?
  • What tools and sources of social media are relied upon by professionals to make decisions?
  • Will social media change the business and practice of enterprise-level operations (internal and external)?
  • How do business leaders use social media for customer engagement/support; innovation of products and service; employee engagement; strategy development; sales and marketing?
  • What has changed since 2009 in terms of social media usage and trust among professional decision-makers

“The social nature of decision-making has increased with great strength, connecting generations of professionals to each other—changing the dynamics of customer relationship management, marketing, and communications – forever,” states Bulmer.

“In the first study we focused on professionals’ use of social media—and it all comes back to the strength of the relationship. Human relationships and peer-to-peer decision-making are inherently interrelated,” adds DiMauro. “Professional networks facilitate vast interactions, connections, and networks of people by enabling collaboration anywhere and at any time.“

The methodology for this study will be a two-pronged approach. A survey will be issued to gather quantitative data about professionals’ perceptions and experiences with social media in support of their decision-making. Following the survey, interviews will be conducted among a set of survey respondents as part of the second phase of the study. The final study report will blend the survey research findings and the interview results to offer a well-rounded examination of the social media for decision-making process and opportunities.

All business professionals are invited to participate in this research study by completing a brief online survey, which is available at http://www.newsymbiosis.com.

Those who complete the survey will receive an invitation to take part in a web based briefing sharing the research findings, as well as a special discount to attend the 2010 Society for New Communications Research Symposium, Awards & 5th Anniversary Gala, which will be held at Stanford University on November 4-5, 2010.

About the Society for New Communications Research (SNCR)

The Society for New Communications Research is a global nonprofit 501(c)(3) research and education foundation and think tank dedicated to the advanced study of new communications tools, technologies and emerging modes of communication, and their effect on traditional media, professional communications, business, culture and society. For more information about the Society for New Communications Research, visit http://www.sncr.org or call +1 (408) 266-9658.

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ANGI ROBERTS
Society for New Communications Research
408-266-9658
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