SNCR Study: Results Reveal Social Media's Impact on Traditional Professional Decision-Making Cycle

The Society for New Communications Research held their Research Symposium at Harvard University earlier this Fall. SNCR Fellows, Vanessa DiMauro and Don Bulmer presented their survey results of a study entitled "The New Symbiosis of Professional Networks."

The purpose of the study examined Social Media's impact, particularly focusing on the following research questions:

• Are professional networks being utilized by decision-makers in business?
• Is social media typically regarded as a trustworthy source of information for professionals?
• In what ways do professionals rely on social networks to support business decisions?
• Will social media change the business and practice of enterprise-level operations?

Core Findings Validate Social Media's Rise as a Trusted Information Source (Network)

• Professional decision-making is becoming more social
• The big three have emerged as leading professional networks: LinkedIn, Facebook & Twitter
• Professional networks are emerging as decision-support tools
• Professionals trust online information almost as much as information gotten from in-person
• Reliance on web-based professional networks and online communities has increased significantly over the past 3 years
• Social Media use patterns are not pre-determined by age or organizational affiliation

...An Opportunity for Professional Decision-Making and Engagement

• Social Media is supplementing the traditional professional decision-making cycle with great affect
• Challenges are facing marketers who endeavor to mange or control social media network content
• The greatest opportunity business has is to engage collaborative influence – via immediacy of impact through social channel