• March 16, 2009

The story "Conventional Cause Marketing Evolves Via Social Media," in the March 16, 2009 Online Media Daily, attributed various expert findings to a report by IPG's Emerging Media Lab, rather than give credit to each individual original source.

To clarify:

• That six of the top 10 most-trafficked Web sites in 2008 were community-based was determined by tracking firm Alexa.

• A 2007 Cone Cause Evolution study found that 92% of consumers said they have a more positive image of a product or company when it supports a cause, while 87% said--when price and quality are equal--they are more likely to choose a brand associated with a cause.

• A 2008 Cone Cause Evolution study found that about 78% of consumers believe it important for brands to involve themselves in worthy causes.

• An APCO Worldwide Global CSR study found that, worldwide, 60% of consumers attest to not buying from brands that they consider bad corporate citizens.

• That ROI should stand for "return on involvement" is the philology of Facebook.

• Meanwhile, an Internet Survey by the Center for the Digital Future found that about 75% of community members said they use the Internet to participate in communities related to social causes, with 40% participating at least monthly, while 87% of community members report participating in social causes that are new to them since their involvement in online communities began.