From the AMA - a summary of the 2nd Annual New Symbiosis of Professional Networks research study that explores impact of social media on enterprise decision- making. .

1. In Social We Trust: Business Leaders Log On for Better
Decision Making
By Vanessa DiMauro, Leader Networks
Peter Auditore, SAP
Don Bulmer, SAP
It may be fun to fan and follow, but do today’s social media channels offer business
professionals any value when it comes to decision-making that impacts performance?
The 2nd annual New Symbiosis of Professional Networks research study by The Society
for New Communications Research (SNCR) sought to dig below the surface of
Facebook and Twitter to discover the impact of social media on enterprise decision-
making. The study was supported by quantitative data gathered via online survey of 114
professionals to understand their perceptions and experiences with social media in
support of their decision-making.
The survey was revealing in its findings of the way in which today’s business
professionals interact with and feel about social media. Four key findings include:
 It’s Not All About the “Big Three”
While nearly all (97%) of professionals surveyed use LinkedIn, the use of smaller
(niche) professional networks are being used to find peers and content specifically
related to the work they do (by role, industry, geography, etc.) Professionals are
finding the right mix of large open networks and private communities to support their
learning, networking and decision-making activities.
 Thought Leadership is the New Currency of Online Professional Collaboration.
Business professionals are changing how they collaborate as a result of online
professional communities and peer networks. As social networks have evolved to
become knowledge and communication networks, access to thought leadership
content is now the #1 reason professionals surveyed visit networks and
communities. Moreover, professionals are collaborating with each other via the
thought leadership content they generate, curate or share. No longer is collaboration
an experience between a limited number of people.
Eight in ten respondents use online social networks to identify trends and key topics
for further exploration while just over a quarter use them to help reach a professional
decision.
Marketing Thought Leaders 1 May 2011

2. Source: Society for New Communications Research
 Social Business is Occurring within Professional Communities of Practice.
Professional communities are being used more frequently to inform business
strategy and support new products and services. In fact, the survey results revealed
that 80% of respondents are able to accelerate decision process and
information/strategy development by participating in communities.
Moreover, the overwhelming majority of respondents (87%) conduct research via
search engines to inform decision-making. The value of a company website as a
destination for supporting/informing a decision has dropped by half from 2009 but still
ranks #2 (43%). Online professional networks and communities are now equal in
importance to the corporate website to support decision-making.
 Professionals Share and Consume Content as a Way of Exerting Influence.
Endorsement (via like, read, share, retweet) is at the center of collaboration in social
media communities. “The Crescendo Effect” in social media environments has great
impact on the buying decision with high quality content yielding transparency and
credibility. Professional collaboration is changing from a small professional
exchange into an interaction with content in public ways. The consequence of
sharing content online = influence.
 Mobile Access to Online Professional Networks is the New Norm.
Relationships are more fluid and on-demand as professionals now have the online
networking skills to reach the experts they need, when they need them.
Marketing Thought Leaders 2 May 2011

3. Statements Percent Agree
I am able to reach and connect with other 73%
professionals and experts due to the network
Collaborating with others provides me with fresh 71%
insight, ideas, and actionable information
My collaboration with peers is strengthened by online 65%
connections and made more efficient
My connections online have shared information with me 60%
that inform the work I do in meaningful ways
Collaborating with others saves me time and money 49%
I find people are more willing to collaborate online 47%
and share information than offline
I only collaborate or connect online with people I 19%
already know
Online connections are best for sales and marketing 6%
but not for collaboration
Connecting to others or collaborating does not 3%
interest me
Source: Society for New Communications Research
 Professionals Value Online Communities To Connect and Compete.
Most respondents find value in establishing or increasing their professional network
and in increasing competitive brand monitoring and positioning. Significantly more
professionals value professional networks for monitoring competitive brands over
their own company brand. Respondents also clearly appreciate the ability to reach
out and connect with others and to gain fresh insight, ideas and actionable
information.
Vanessa DiMauro is the CEO of Leader Networks. Don Bulmer is Vice President of Global
Communications at SAP and Peter Auditore is Senior Director, Industry Analyst Relations, SAP.
Together, they collaborated on the 2nd annual New Symbiosis of Professional Networks research
study sponsored by the Society for New Communications Research (SNCR), an AMA partner.
Marketing Thought Leaders 3 May 2011