The following post is a the final installation in a series of posts address social media marketing.

Today, a constant theme in marketing is the sustained balance between the pursuit of new influencers and the incorporation of tried-and-true methods. This relationship is the foundation on which a new communication bridge between companies and customers is being built.

In his most recent book Enage!, Brian Solis identifies a fundamental shift in American culture. According to Solis, this shift is creating a new landscape of influencers, as well as altering the very definition of influence. New media, however, is constantly evolving and has hardly revealed its true impact across business and marketing industries. Nonetheless, it is clear that new media will become more pervasive, thus becoming a critical factor in the success or failure of businesses.

The Society for New Communications Research recently conducted a study that measured respondents' perceptions of and experiences with social media. A research survey was completed by 356 professionals, with 23 percent of respondents identifying themselves as CEO of their organizations; 50 percent as Director; and 24 percent as Manager.

A few key findings of the study include:
 

• Professionals tend to belong to multiple social networks for business purposes.
• The "Big Three" social networks, LinkedIn, Facebook and Twitter, have emerged as professional networks as well.
• Traditional decision-making processes are being disrupted by social media.
• Professional networks are an increasingly important decision-support tool.
• Connecting and collaborating are key drivers for professional use of social media.