Eight-four percent of Fortune Global 100 companies worldwide now utilize at least one social media platform (SMP), indicates a recent study by the public relations firm Burson-Marsteller.

Numerous statistical studies such as this exist, but how do we understand the numbers in terms of the actual impact of SMPs on business?

Despite the growing adoption of SMPs as a business tool, this is still a relatively new and under-studied area of technology—even in Silicon Valley where many SMP innovations originate, says Rafiq Dossani, a senior research scholar at Stanford University’s Walter H. Shorenstein Asia-Pacific Research Center (Shorenstein APARC). Dossani defines SMPs as “information and communications technology platforms designed for interaction among participants.” He and other academic and industry experts convened at Stanford on May 25 for a discussion of SMP business trends, especially in the areas of recruitment and business development in Silicon Valley.

Their goal? To begin developing a theoretical framework for the study of SMPs as a tool in today’s global business environment. Findings presented during the conference suggest that SMPs serve as another tool for doing business, but do not supplant existing systems and practices. In addition, a great deal of future research is needed on the subject.

Organized by Shorenstein APARC’s Stanford Program on Regions of Innovation and Entrepreneurship (SPRIE), the conference was the sixth in an annual series dedicated to examining the globalization of business services. Previous conferences have addressed topics including outsourcing, system integrators, international recruitment, and clean technologies.

Opening the first session about social media trends among Silicon Valley employers, Philip Jordan and Stephen Jordan of Green LMI Consulting presented findings from a recent survey they conducted of over three hundred firms, especially of larger and technology-related companies. Their study found that over half of Silicon Valley firms surveyed are utilizing social media for external communication and/or for the recruitment and evaluation of new employees, pointing to the utility for job seekers to maintain a professional-looking online presence. Nonetheless, they emphasized that “real” skills and expertise still matter the most to employers.

Manuel Serapio, faculty director and associate professor of international business at the University of Colorado Denver (UC Denver) moderated the panel discussion that followed. Panelists Rahim Fazal, CEO and co-founder of Involver, and Tuomo Nikulainen, a researcher at ETLA, the Research Institute of the Finnish Economy, provided commentary during the session.

Dossani led the second session about social media in the workplace with a presentation summarizing a study he conducted on the value of SMPs to business organizations. Surveying employees at twenty Silicon Valley companies, Dossani tested the hypothesis that a SMP has value “only if it improves the reliability of existing information or enables the generation of new information.” SMPs do not automatically generate such information, he stated. Some SMPs are better at generating reliable information (eg., a CEO’s blog) and others enable the generation of new information (eg., a discussion forum). Dossani categorized SMPs in the study by the extent of collaboration they permitted among participants in the creation of new information, as well as the control that was possible over the flow of information. Depending on how the usage of an SMP is organized—who participates and its governance structure—information of potential value to corporates is generated. Dossani noted the difference between individual SMPs, such as Twitter, and websites, such as YouTube, that integrate a number of different social media functions, including video and discussion forums.

In the study, Dossani proposed a theoretical framework for research on SMP business trends, informed by work about strong and weak “ties” conducted by Stanford sociologist Mark Granovetter. The survey results indicated that SMPs are found useful for project management (low control/high collaboration SMPs) and building employee and consumer awareness (high control/low collaboration SMPs). While this provided support for the hypothesis, said Dossani, other evidence did not support it, such as the limited use of SMPs for human resource functions and strategic planning. This might be due to the nascency of technologies, lack of diversity of platforms, or limited familiarity with the potential of SMPs—clearly, exciting subjects for future research, he concluded.

Henry S. Rowen, co-director of SPRIE, moderated the panel discussion that accompanied Dossani’s presentation. Panelists included Matt Ceniceros, director of global media relations at Applied Materials; Ankit Jain, a software engineer at Google; Don McCullough, vice president of marketing for IP and broadband at Ericsson; and Saurabh Mittal, head of customer experience practice at Wipro.

Emerging from the conference is the understanding that companies are increasingly embracing SMPs as a tool to enhance their current business practices, but not uniformly. To understand the role of SMPs in business—both in Silicon Valley and worldwide—a theoretical framework, such as Dossani suggested, and further studies are needed.

Papers and slides from the two main presentations are now available online, with full audio from the event to be added soon.

In addition to longtime Globalization of Business Services conference co-sponsors Wipro, UC Denver, and ETLA, Adobe and Ericsson also provided co-sponsorship for this year’s event.

Fourteen visionary, young trailblazers from around the world — including an astrobiologist, a Middle East peace worker and cultural educator, an Asian elephant specialist, a wastewater engineer, a filmmaker and a science entrepreneur — have been named to the 2011 class of National Geographic Emerging Explorers. Jennifer Burney, a Scripps postdoctoral researcher and FSE fellow helping to understand how changes in cooking habits could have complementary effects on climate change and public health, was named one of them.

The award provides financial support to the research efforts of scientists who are in their early careers. Burney is a University of California President’s Postdoctoral Fellow at Scripps Institution of Oceanography, UC San Diego and is an affiliate of Stanford University's Program on Food Security and the Environment. At Scripps, she is part of a team headed by Professor of Climate and Atmospheric Science Veerabhadran Ramanathan studying the effects of replacing homemade cookstoves in rural India with cleaner-burning alternatives in an effort called Project Surya.

“I love the puzzle of figuring out how to measure something be it with data or instrumentation and Surya by its nature is just a giant web of measurement problems. It’s a really great synergy,” said Burney, who received her doctorate in physics from Stanford University in 2007.

Among Burney’s objectives is to study the links between energy poverty and food and nutrition security and the environmental impacts of food production and consumption. In the case of Project Surya, this will mean helping Ramanathan assess what happens when emissions of soot and other black carbon are substantially reduced in a given area. Ramanathan expects that the experiment will show immediate reduction in the contribution of greenhouse agents from that area. On a large scale, the reduction of such pollution created by use of wood and dung as cooking fuel could have a major mitigative impact on climate change. It could also improve the respiratory health of local residents, who frequently must inhale the smoke from their stoves as they cook in poorly ventilated kitchens.

The Project Surya team is hoping to launch a phase later this year in which cookers are replaced with cleaner stoves in a 10-square-kilometer (four-square-mile) area in India. They will then measure emissions of black carbon via satellite and at ground level with help from local residents.

Burney will separately study the agricultural effects associated with temperature and precipitation changes that could be triggered by the cookstove switch.

“I am really delighted, but not surprised, that Jen got this well deserved honor,” said Ramanathan. “She brings lots of talent and experience to the Surya research. She is an asset.”

Burney said that the award will also support another project she is conducting in West Africa in which she is assessing the feasibility of using solar power to improve irrigation capabilities there.

The Emerging Explorers each receive a $10,000 award to assist with research and to aid further exploration. Burney and the other new Emerging Explorers are introduced in the June 2011 issue of National Geographic magazine, and comprehensive profiles can be found at http://www.nationalgeographic.com/emerging.