Research

Charting the Industry: How Communicators Value Facebook

April 4th, 2011 by

What does a Facebook fan mean to an organization? A new study that delves into fans and brands finds that gaining insight and customer loyalty are two major benefits for communicators. ROI, however, is another story.

B2B Companies Play the Field in Sports Arena for Branding Opportunities

March 28th, 2011 by

Taking a cue from consumer brands, more B2B organizations are entering into sports sponsorships. Here’s the strategies behind this alignment from the communications leaders of three companies.

Tapping Human Emotions for PR: ‘I Laughed! I Cried! I Bought!’

March 28th, 2011 by

Thanks to a crowded marketplace, corporate messages can’t be just about performance and features. The trend toward leveraging emotions and, yes, customer irrationality, is growing.

Certifiably Consumable: Buyers Respond Best to Official Seals 

March 28th, 2011 by

Consumers are more likely to purchase products that feature third party certifications than products with vague claims or environmental imagery.

Despite Multitasking, Consumers Still Drawn in by TV

March 28th, 2011 by

While TV viewing habits have been greatly influenced by simultaneous online and mobile engagement, the majority of Americans’ purchasing decisions are still influenced by TV ads.

Know Your Letters: Spelling Variations Matter in Branding 

March 28th, 2011 by

Americans’ perception of brands are shaped by spelling variants within company names. The tailoring of words can change whether a company is viewed as innovative or capable.

Quick Study: Want Your Brand to Pop? Know Your Letters; Consumers Multitask While Watching TV; Green Public Certifiable

March 28th, 2011 by

A recent study of how brand names "click" with consumers finds that words with double letters really resonate. Way to go, Larry and Sergey.

Online Video Viewership Continues to Grow Dramatically in U.S.

March 21st, 2011 by

Americans’ online video usage and time spent watching videos are both up compared to last year, showing that viewers are watching more videos and for longer periods.

Top Performing Charities Outpace For-Profits in Blogging & Social Media

March 21st, 2011 by

Forbes’ top 200 charities rely on social media to deliver their messages significantly more than Fortune 500 and Inc. 500 companies. Charities that maintain blogs are also likely to have presences across other social media platforms and use video to deliver their messages.

Disgruntled Consumers Speak Out Online

March 21st, 2011 by

Consumers are increasingly using the social Web to voice their complaints, and responsive retailers have a chance to make amends.