This study by the Society for New Communications Research that was funded by Wieck Media and the Institute for Public Relations. The research explores changing patterns of influence through social media, and strategies for dealing with such changes.The report includes new case studies and findings from a survey of communications and marketing professionals.

The cases involve the American Red Cross, BlendTec, Coca-Cola/EepyBird, Emerson Process Management, the Mayo Clinic, MARC Research, Quicken Loans, and the Seattle Union Gospel Mission.

The study was led by a team of five SNCR Research Fellows: Paul Gillin, author of The New Influencers; Joseph Carrabis, chief research officer and founder, NextStage Evolution; John Cass, online community manager, Forrester Research; Greg Peverill Conti, vice president, Weber Shandwick Public Relations; and Richard Nacht, founder and CEO, Blogging Systems Group.