VerticalResponse, Inc. Receives Commendation of Merit in Society for New Communications Research’s 2009 Awards Program

SAN FRANCISCO, November 17, 2009 — VerticalResponse, Inc., is pleased to announce that it is a recipient of a 2009 Commendation of Merit in the External Communications Division/ Corporate Category of the Society for New Communications Research Awards program ( The Society honors innovative organizations that are pioneering the use of social media, ICT, mobile media, online communities, and collaborative technologies in the areas of media, marketing, public relations, advertising, entertainment, education, politics and social initiatives. The award winners were announced at the Society’s awards gala at the Harvard Faculty Club in Cambridge, Mass. on Friday, November 6, 2009.

VerticalResponse was commended for its entry focused on the use of CoTweet. As a leading self-service direct marketing provider to over 65,000 small businesses, and a small business itself, VerticalResponse ( needed to continue leveraging Twitter after launching their Twitter outreach program in October 2008 as an early adopter.

In June 2009, VerticalResponse decided to trial the CoTweet service in order to manage the large volume of Tweets, ensure there was no duplication of Twitter responses, and assign each Tweet to the appropriate representative within VerticalResponse. The company also had to ensure that their use of Twitter complemented their use of existing VerticalResponse resources such as the corporate blog, Community Lounge and website.

By taking this combined approach of using both the online communities built and maintained by VerticalResponse—plus the external online communities that their customers chose to participate in (Twitter, Facebook and LinkedIn)—VerticalResponse could address the challenges associated with keeping their email marketing product at the cutting edge and continue being seen as an industry thought leader.

“VerticalResponse’s program is an impressive example of the successful and innovative use of new tools, technologies, solutions and practices to enhance communications and relationships,” commented Jen McClure, founder and president of the Society.

“We’re honored to be recognized by SNCR for our use of social media to connect with customers, as we always strive to advocate the merits of social media to our small business customers,” said Janine Popick, CEO and founder of VerticalResponse. “We see social media tools such as our CoTweet account, Twitter (@VR4SmallBiz), Facebook Fan Page and LinkedIn Group as a key way for us to communicate with existing customers—and also to connect with new audiences we may not have been able to reach otherwise.”

All the winning case studies submitted to this year’s SNCR awards program have been published on the Society’s website in the following PDF:

About the Society for New Communications Research

The Society for New Communications Research (SNCR) is a global nonprofit 501(c)(3) research and education foundation dedicated to the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society. The Society creates a bridge between the academic community and practitioners using these news tools and technologies. SNCR’s Fellows include a leading group of futurists, scholars, business leaders, professional communicators, members of the media and technologists from around the globe – all collaborating together on research initiatives, educational offerings, and the establishment of best practices. For more information, visit or call +1 (408) 266-9658.

About VerticalResponse

VerticalResponse, Inc. is a leading provider of self-service email marketing, online surveys and direct mail services empowering small businesses to easily create, manage and analyze their own direct marketing campaigns. VerticalResponse’s flagship product bundles email, online surveys and postcards to offer customers an integrated Web-based direct marketing solution that’s intuitive and affordable. VerticalResponse is headquartered in San Francisco, California. For additional information, please visit


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