As a Fellow of the Society for New Communications Research, and member of their research committee, I've been involved with the society's New Influencer study. The study involves a survey of professionals about their use of social media, and outreach to new influencers. The study also features a series of case study interviews, and I’ve worked on three case studies, including; The Union Gospel Mission in Seattle, Emerson Process Management, and the American Red Cross.
I conducted recorded interviews with each of the participants, the interviews were transcribed, and I wrote up each case study, the first of which has been turned into a podcast and was recently published by the Society. The first podcast interview was with Wendy Harman, who runs social media monitoring and outreach for the Red Cross. If you listen to the podcast, you will hear the Red Cross is doing some exciting things with social media and outreach, though not on the same scale as Dell, the nonprofit is following the same path, initially monitoring conversations about the organization on blogs, then responding by commenting, and lastly launching their own blogs and social media groups within different social media technologies. I think the Red Cross case study is going to be interesting for nonprofits and companies alike, the Red Cross is using social media in some really interesting ways, especially Flickr and Twitter. Check out SNCR’s podcast on the American Red Cross.