There were many insightful presentations today. I’ve summarized a few of the great ones. Feel free to join us tomorrow on Twitter at #IPRRC2010. Many thanks to the Institute for Public Relations, the University of Miami, and our other conference sponsors for this incredible experience.
Pretty charts didn’t matter to analysts:
- KDPaine & Partners examined analyst reports about whether to buy or sell a particular company’s stock; one conclusion was that the company’s charts and tables had no impact on the tonality (e.g., positive, negative, neutral) or valuation (e.g., outperform, buy/medium risk) of analyst reports.
Three top companies spent 81% of Twitter time building one-on-one relationships:
- Gee Ekachai and Amanda Stageman from Marquette University studied three Fortune 100 companies and found that 81% of the tweets they examined were replies to people or were addressed to people, which shows strong engagement efforts.
Shifts occurred on the social media scene following the recent gift disclosure law:
- Kelli Burns from University of South Florida studied “momfluentials” (mom bloggers with a large following). Her participants noticed that some companies have sent fewer free products for review since the passage of the law requiring disclosure. Momfluentials also observed that some companies have been more insistent about disclosing free gifts. Several momfluentials have responded to the law by not only adding disclosures to blog posts but also having disclosure policies as separate sections on their blogs.
Kelli also described various approaches momfluentials adopt with regard to negative evaluations of free products, such as
- checking with the company to see if the company would even want them to post a review because the review would be negative
- writing a negative review while finding some good things to say
- writing a negative review and warning all gift givers in advance that a negative review will be posted if the product is disliked
What do you think about these approaches?
For conference attendees: Feel free to share one of your research highlights from today.