While more companies are investing in social and mobile initiatives, return on these investments remains unclear.
For PR pros, measuring and analyzing the impact of their work on business outcomes is the ultimate way to prove communications’ value, but for many, the cost is simply too high.
Since 2008, Americans have cut back on voicing word-of-mouth opinions about companies and their offerings.
Being active on Facebook, LinkedIn and Twitter is now an everyday business activity for small- and medium-size organizations looking to both maintain relationships with existing customers and attract new ones.
The use of video by online media Web sites dramatically rose in the last year, and shows no signs of slowing in 2011.
An increasing number of companies are monitoring the social media use of employees, and, in many cases, taking disciplinary actions despite having no formal policy in place.
President Obama edged out Oprah Winfrey in a PR News poll that pitted 12 high-profile personalities against each other for top Facebook like, while Donald Trump came in a distant fourth.
PR pros dedicating significant time and efforts in social media will be glad to know that consumers are also actively sharing content, including external links and brand mentions.