Obsidian PR and Research Dynamics Unveil Results of Mid-South Social Media Survey.

Survey thought to be first-ever on local social media trends

MEMPHIS, Tenn. -- Memphis-based Obsidian Public Relations in partnership with Research Dynamics, Inc. today announced the companies have conducted what's thought to be the first-ever quantitative survey on Mid-South social media trends.

The telephone survey was conducted between May 2 and 12, 2011, and included 202 participants. To qualify for the survey, each participant had to indicate he/she used social media within the last two weeks. Results were released today, and the full report and the survey-at-a-glance can be found at www.researchdynamicsinc.com or www.obsidianpr.com.

"Social media has generated a lot of conversation among consumers and businesses alike over the past couple of years," said Courtney Liebenrood Ellett, founder and owner of Obsidian PR. "We thought it was important to accurately gauge local trends in use before that dialogue continues. These findings will help people better understand social media use across the Memphis area."

Some findings mirror what's happening on the national social media scene. The research also shows the Mid-South is ahead of the curve on some social media trends, yet quite behind on others.

"One of the most important things to take away from this survey is that understanding your audience is key," said Hal Fogelman, president of Research Dynamics, Inc. "The nature of social media is so volatile - what's popular this year may be off the scene by next year."

Obsidian and Research Dynamics plan to use this as a benchmark survey and continue to monitor trends in the coming years with follow-up surveys.

Obsidian also announced today that the firm is now offering a social media-only retainer for businesses and not-for-profits that want the team to concentrate only on that communication channel. While the agency has been involved in many of their clients' social media efforts in the last few years, that work has always been a part of an overall PR retainer. Obsidian's first social media retainer client was Memphis City Beautiful.

"Social media isn't an island - it should be viewed as a component of an overall communication strategy - a spoke in the wheel, if you will," Liebenrood Ellett said. "However, many businesses out there already have the other communication work taken care of and are searching for professionals to champion their social media efforts. That's why we developed a separate offering."

Liebenrood Ellett added that while social media efforts are typically seen as free, it doesn't mean they shouldn't be as thoughtful, strategic and consistent as all other communication avenues employed by an organization.

"Social media can be as damaging as it is beneficial to an organization," she added. "That's why having a smartly devised strategy and spot-on daily execution is so important. That's the value we bring to the table."

About Obsidian PR

Obsidian PR currently employs 10 professionals - including one full-time intern - and was founded in 2006 by Courtney Liebenrood Ellett, a Memphis native. The public relations firm provides strategy and tactical deployment across the PR spectrum. Clients include Madison Hotel, Dunavant Enterprises, Memphis Area Association of REALTORS([R]), Habitat for Humanity of Greater Memphis, ServiceMaster by Stratos, the Humane Society of Memphis & Shelby County, YoLo, Porter-Leath, nexAir, Visible Music College and Cannon Wright Blount.

About Research Dynamics, Inc.

Research Dynamics conducts telephone and internet marketing research surveys for businesses and organizations. The company was founded in 1992 by Hal Fogelman. Clients include Baptist Memorial Health Care, Elvis Presley Enterprises, Smith & Nephew, The Cotton Board and Verso Paper Corp.