People who read this blog by and large care about social media. More to the point, they care about how effectively organizations use social media, how well they integrate it into their strategies, how well they understand its wholesale differences from tradtitional, managed, controlled messages. In order to enter the social media space with candor and authenticity, as a partner in the conversation, organizations need research, case studies, solid numbers. Armed with this kind of evidence and data, it becomes easier to make the case to senior leaders who have not engaged in the social media space and who, frankly, are confounded and frightened by it.

The Society for New Communication Research was formed based on the absence of such research. The leading communication associations (and I’m a dedicated, long-time member of one of them) have research arms that haven’t, for whatever reason, seen fit to tackle substantive research focusing on social media. Out of frustration and based on our enlightened self-interest, a number of us came together to create SNCR to provide the profession with the research needed to accelerate business’ intelligent and appropriate entree into the blogosphere, the podosphere, social networks, and other dimensions of social media.

Conducting this research isn’t free. It isn’t even cheap. SNCR has a few activities that raise money, but the New Communications Forum is the annual event—at this point—on which SNCR most relies. In order to raise the NewComm Forum’s profile, SNCR partnered with Lawrence Ragan Communications, a partnership I completely encouraged and completely endorse. Ragan has a reputation in corporate communication circles. They also have a monster marketing capability. The partnership is already paying off with registrations far ahead of where they were at the same time last year.

But the arrangement pays SNCR only for registrations that come through the SNCR site at http://www.newcommforum.com.

I definitely have divided loyalties. I have worked closely with Ragan for many years, and will continue to do so. The Ragan team is terrific. I want Ragan to succeed, to make piles of money they can invest in more professional development for the communications profession. And I have no doubt Ragan will do extremely well on the NewComm Forum.

I am more concerned about SNCR. Through Ragan’s marketing efforts, the company is bound to meet and even exceed its goals. That does not have to happen at SNCR’s expense. Those of you who are not on Ragan’s mailing list but who support SNCR’s goals—who stand to benefit from the research SNCR will conduct—should register thorugh the SNCR site and boost the society’s share of regisrations. And if you’ haven’t considered attending the Forum, reconsider. Take a look at the speaker lineup and the topics. Consider the people you will meet, the connections you’ll make.

So, at the risk of pissing off my very good friends at Ragan, I’m imploring you to attend the Forum and register through http://www.newcommforum.com. You’ll get more out of the Forum than you believe is possible (I know, I’ve been to the first two), and you’ll support efforts that will pay you back in multiples.

Pitch over.