The third article that I chose to do my research on was entitled "Connecting to a Cause". The article itself describes an experiment that was performed by university students to test how a personal response to one's product affects how that product will perform in the social market. The article mentions Toms Shoes and how people do not buy them simply because they like them but because they are afforded the chance to pay it forward. Now that more and more organizations are becoming active on social media, the experiment was put in place to see if social media truly does impact the relationship developed between an organization and its publics.
The study observed two blogs for Toms Shoes and compares the dialogic (style of phrases/ words) features on various blogs, whether they were high or low. Research participants then looked at the two blogs and filled out a questionaire to discuss their feelings towards both. The control group was told to fill it out based off of perception and prior experience than interaction. The results showed that a blog with high dialogic settings earned a better reponse.
This case study was helpful to me because in my social media class, my grou was assigned the communication department's blog. I hope to promote my educational event using the department s blog and learning how to get the best response from viewers has been helpful. It has been helpful to tie in what I am learning in class to my project and this case study helped me with both.
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