What is your most important social networking account? Let us know.

“The Impact of Social Media,” or “S-Net” as the report is being called, is part of a series of studies that Performics is doing to understand the importance and influence of social media. Daina Middleton, the CEO of the company, told us that the economic challenges added to this spike of activity on LinkedIn.

“Obviously, we have a lot of individuals out there looking for jobs, or they’re looking to change jobs; and they’re understanding that they need to embrace social networks like LinkedIn in order to help facilitate that search,” she said.

While Facebook and Twitter are extremely popular for both personal and professional reasons, the line between these purposes is becoming more and more blurred. Middleton pointed out that LinkedIn, on the other hand, is clearly professional, which has helped to make it vital during the tough economic times.

The study further proved the shift in power from brands to consumers. Previously, brands could send out a print or TV ad and, primarily, be in control of the message. Middleton said that there was a “hierarchy implied in terms of this message development.”

Today, however, this cycle has changed, largely due to social media. Sites such as Facebook, Twitter, and LinkedIn allow users to be equal. As a result, consumers have the ability to influence fellow consumers and brands in a way that is likely greater than a brand’s own influence.

The study found that 59 percent of active Twitter users are more apt to recommend a company they follow, and 58 percent would be more likely to buy a product from a company they follow. In addition, 53 percent use social networks to offer feedback about a brand or retailer. The study also found that 52 percent of those surveyed agreed that consumer opinions voiced on social networking sites influence business decisions.

Middleton believes the report demonstrates the power of social media and encourages brands to embrace this shift in power and communication. She said, “Brands need to understand that the goal here is to get others to participate with them on that equal status.”

Do you think brands are effectively encouraging equal participation?

As the effects of the global recession linger, consumers are changing the way they shop, becoming more budget-conscious, eco-aware and cause-oriented, while paying greater attention to what, why and from who they are buying. Arnold Worldwide has named the top ten public figures, across entertainment, business and politics, who are helping to promote the era of “mindful spending.”

Andrew Benett, Global CEO of Arnold Worldwide and Global Chief Strategy Officer of Havas Worldwide, describes the downfall of hyperconsumption and the rise of “the new consumer” in his forthcoming book, Consumed: Rethinking Business in an Era of Mindful Spending (Palgrave Macmillan, July 2010), co-authored by Ann O’Reilly, Content Director of the Euro RSCG Worldwide Knowledge Exchange.

Despite the fact that glitz and abundance are alive and well in mainstream media (think: Bravo’s The Real Housewives and E!’s Keeping Up with the Kardashians), there is a fast-growing set of Americans who reject excess and artificiality in favor of authenticity, substance and interconnectedness. In fact, according to a groundbreaking survey of 5,700 adults in seven countries conducted for Consumed, nearly 80 percent of Americans feel society is becoming too shallow and believe most of us would be better off if we lived more simply.

“For the last two decades, Americans believed bigger was better—from the size of our houses to our cars to the amount of food on our dinner plates. But the economic recession, coupled with other factors like the green movement, is fundamentally changing American attitudes,” said Benett. “Instead of super-sizing, we’re ‘right-sizing’ and re-evaluating what’s important in life. We’re saving more, wasting less, and giving back.”

Benett further states: “Mindful consumers are taking a closer look at what we truly need and adjusting our shopping behaviors accordingly. As part of that, we are embracing brands that uphold these new ideals, brands that provide quality and value in their services and products, but are also environmentally friendly and socially responsible.”

In recognition of the new book Consumed, here is a list of ten public figures who embrace qualities of the mindful consumer, such as a commitment to sustainability efforts, a focus on giving, and a more thoughtful approach to consumption:

Ludacris
Rappers are not always known for their humility, generosity and environmentally conscious attitudes; Ludacris isn’t your average rapper. Through The Ludacris Foundation, he has donated $1.5 million to support youth-oriented, grassroots organizations and devoted more than 5,000 hours of service, all while paying special attention to his hometown of Atlanta. Did we mention that Ludacris owns a hybrid and is installing solar panels on his home?

Suze Orman
While the financial market collapsed, Orman’s stock rose as she convinced people what NOT to buy during the economic recession. She is viewed as a trusted financial expert, helping Americans become fiscally responsible through her television show, eight consecutive New York Times bestsellers, and frequent guest spots on a range of programs from Oprah to The Biggest Loser.

Indra K. Nooyi
As the CEO of PepsiCo, Nooyi wants those of us who indulge in sugary beverages to feel a little better about it. She’s championing “performance with a purpose” within the organization, which is focused on creating more wholesome products and increasing sustainability practices. As part of this effort, the company has launched The Pepsi Refresh Project. The socially driven campaign allows individuals and organizations to post their philanthropic ideas on refresheverything.com, where the general public votes for their favorite initiatives to be funded. To help support the project, which will give away more than $20 million this year, the company passed on airing a Super Bowl ad.

Ellen DeGeneres
Comedienne, actress, author, CoverGirl spokesmodel, American Idol judge, talk-show host, and wife. . . Ellen DeGeneres does it all. Using her large media presence, she exposes audience members to different charities including Feeding America and the American Red Cross. DeGeneres conceals her wealth with ordinary clothes and a gracious attitude, influencing a legion of supporters through her television shows and brand sponsorships.

Taylor Swift
Unlike her flashy counterparts, such as Miley Cyrus and Lady Gaga, there’s something genuine and down-to-earth about Swift that makes her stand out among the tween, teenage and young adult set. With her poised demeanor, saccharine pop-country crossover songs, humanitarian efforts for numerous charities, and penchant for affordable clothing—including her line of Walmart-sold sundresses that start at $14—this young superstar personifies the mindset of a new generation who want to feel good, look good and do good with (age-appropriate) style.

Warren Buffett
The world’s third-wealthiest person, Buffet is famously known for both his mindful spending and philanthropy. America’s foremost investor still owns the modest home bought in 1958, receives a salary of approximately $100,000 and rarely makes extravagant purchases. Most recently, Buffet auctioned off a lunch with himself that sold for $2.63 million, which will support Glide Foundation, a homeless organization based in San Francisco.

Oprah Winfrey
As proven time and again, the mere mention of a product by Oprah will make it a bestseller. Her personal integrity, philanthropic efforts and ability to connect with the masses will help her stay one of America’s favorite trendsetters long after her talk show ends in 2011. Up next: Oprah will start the Oprah Winfrey Network (OWN), further exploring issues surrounding empowerment, spirit, human relationships and giving back.

Stephen F. Quinn
More than three-quarters of Americans shop at Walmart every year, so whether you’re a fan or not, the retailer has influence. As Walmart’s CMO, Quinn’s leadership on sustainability efforts has a huge impact. He helped initiate strict environmental standards including high efficiency store designs, reusable bags, recycling programs and the installation of solar panels. In addition, Walmart is helping shoppers go green by introducing more energy-efficient products; locally grown produce; and the Sustainability Index, an initiative that, in the company’s own words, is “helping to create a more transparent supply chain, driving product innovation and ultimately providing our customers with information they need to assess products’ sustainability.”

Mark Zuckerberg
Zuckerberg makes the list not because he is particularly mindful, but because the platform he created is making savvier shoppers out of all of us. With more than 400 million active users worldwide, Facebook has become an interactive consumer haven. With the simple update of a status feed, users can get product recommendations from the most trusted source: friends and family. Plus, the platform provides a voice to grassroots organizations that want to galvanize people around the world quickly and efficiently. Brands like Coca-Cola, Starbucks and Disney are realizing the platform’s potential by generating huge fan followings, making it a marketer’s paradise. And with Zuckerberg’s influence over Internet privacy policies, he is literally changing the way we shop.

Michelle Obama
With the grace of Jackie and the aspirations of Eleanor, Michelle has captivated Americans. When the First Lady donned J.Crew fashions at public appearances such as The Jay Leno Show, it spiked the retailer’s clothing sales, website traffic and brand awareness. However, it is Obama’s efforts to end childhood obesity with initiatives like “Let’s Move” and the White House vegetable garden that are inspiring a nation. She is influencing (and, in some cases, incentivizing) politicians, business leaders, nonprofits, parents and the rest of us to think about what we consume.

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Case in point: Associations with brand logos. No core belief is needed to deal with company logos and associations made with them, thus those associations are more easily influenced. A recent study showed people subliminally exposed to Apple’s logo were more creative with their tasks than people exposed to IBM’s.

Likewise, as posted on the Today show’s website, it’s easy to send subtle cues to other people physically in order to get them to associate certain positive traits in their mind. For example: having a picture of a dog on your desk to convey loyalty or wearing a black suit to convey authority. This is what is also referred to as "the power of suggestion."

In short, perception is easily manipulated because people are less likely to guard their perceptions than their beliefs. Changing someone’s faith, on the other hand, would be a much more difficult task, as belief is protected at the center of the onion.

Understanding this relationship is important when considering the implications of other studies and how those implications apply to marketing efforts. More than one piece of research has found, for example, that people are more likely to be influenced by friends and families than they are an A-list blogger. Part of that rests with the belief that someone is trustworthy versus the perception that someone is trustworthy. Some, though, take that information and jump to the conclusion that blogger endorsements and celebrity endorsements are over-credited for effectiveness.

The underlying assumption is that it all comes down to how much trust people put into a recommendation. People these days are much less likely to put trust in a celebrity they know is paid to say something. That distrust could extend to bloggers as well, either for that reason, or lack of certainty of the person’s identity (especially in light of recent hoaxes), or a myriad other reasons not to trust a stranger.

So, a consumer in the market for an automobile is more likely to trust a friend or relative, especially one with long-term brand experience than a blogger in another state. Yeah, well, when you put it that way, it’s not such a surprise, is it? 

Veteran communications specialist Shel Holtz doesn’t think it should be shocking, either, and criticizes competing viewpoints that trust is the most important metric in marketing:

“Whatever happened to the importance of building awareness?” asks Holtz at his blog. “While the influential bloggers—the so-called ‘A-listers’—may not have influence, they do have eyeballs. They are A-listers, after all, because people read them. I may have greater trust in my friend in the next cube, but where did he hear about it? And if he heard about it from a trusted friend or family member, they read about it from a source that gets broad distrtibution [sic]. The information has to start somewhere.”

A good place to start, it could be argued, is search ads (regardless of direct ROI), especially if a marketer has strong organic rankings with specific keywords. Exposure to the brand, with reinforcement along the discovery process (sponsored plus organic), sends a subtle message to viewers that will sit somewhat idly and relaxed in the perception areas. If not there, a nice endorsement from someone respected is also a good start, just for those subtle associations people don’t take too seriously but do allow to alter their behavior just slightly, either negatively or positively.

This is why branding professionals are so careful (and sensitive about) the person spreading their message. It’s not as much about trust as it is about association and perception. Perception and associations can change very quickly, which is also why OJ Simpson doesn’t get endorsement deals anymore.