Use of Blogging, Twitter and LinkedIn Jump, Facebook Falls, Reduced Recruiting Costs Cited as ROI, According to a Study by the University of Massachusetts Dartmouth Center for Marketing Research

Online PR News – 18-February-2013 –The adoption of blogs by the Inc. 500 has increased 7% in the past year as more CEO’s begin to contribute. At the same time, there is new evidence that social media results in a financial ROI by way of the recruiting effort, according to the latest benchmarking study conducted by Dr. Nora Ganim Barnes, Ph.D., Senior Fellow and Research Co-chair of the Society for New Communications Research and Director of the Center for Marketing Research at the University of Massachusetts Dartmouth. The study was Co-authored by Ava M. Lescault, MBA and Associate Director of the Center for Marketing Research.

The new report is the outcome of a statistically sound study of the 2012 Inc. 500 list. The study examined these institutions to quantify their adoption of social media tools and technologies, as well as plans for investment, monitoring and measuring their online strategies. This is the sixth year that Barnes has tracked social media usage by this sector, and it is the only statistically sound longitudinal study of its kind. Key findings of this study include:

• 44% of Inc. 500 companies have a corporate blog. This is an increase of 7% after remaining stagnant for years. 63 % of CEO’s report contributing blog content as this mature tool enjoys a bit of resurgence.

• 81% of Inc. 500 companies use LinkedIn, an increase of 8% since the 2011 study. LinkedIn has replaced Facebook as the tool of choice for these fast growing companies compared to the 2011 report.

• 67% of Inc. 500 companies use Facebook, a 7% decrease from 2011. While the use of Facebook has dropped this past year, Inc. 500 companies increased their use of LinkedIn and Twitter.

• One third of the Inc. 500 companies report the ability to financially determine the return on their social media investment. Of those, 19% believe they have cut costs in their recruiting efforts due to their social media investments.

“Companies are getting comfortable with using various social media tools and technologies. Facebook use has dropped for the first time as these small and nimble businesses have migrated towards using professional networks like LinkedIn,” stated Barnes.

“We are documenting the increased use of newer platforms like Foursquare and Pinterest. These fast growing companies drive the American economy and set the tone for others. Their willingness to interact more transparently via interactive technologies with their stakeholders is a clear message. It will be interesting to watch as they adjust their adoption of social media tools and connect with their peers and their constituents in dramatically new ways,” continued Barnes.

A full copy of the new research report can be downloaded at:
http://www.umassd.edu/cmr/studiesresearch/

Additionally, Barnes and Lescault will publish a paper based on the findings in an upcoming issue of the Society for New Communications Research’s Journal of New Communications Research.

Barnes can be reached at nbarnes(at)umassd(dot)edu
Lescault can be reached at alescault(at)umassd(dot)edu

About the Center for Marketing Research at the University of Massachusetts Dartmouth

To facilitate the economic development of the region by providing an affordable, high-quality economic alternative to meeting business needs for research, training, and consulting in any and all aspects of Marketing. The Center for Marketing Research is associated with and maintains a close relationship with the Chambers of Commerce within southeastern Massachusetts. This unique relationship provides the Center with an effective business networking capability. For more information, visit http://www.umassd.edu/cmr/.

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 focused on the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society. For more information, visit http://sncr.org.