Twitter, in collaboration with Publicis, led a study whereby they attempt to gauge how the online conversation about brands can help sell or popularize their products.
Naturally, Twitter would like to empirically prove to potential advertisers and brands that discussion on the platform drives sales these days. Such studies are just one of many billboards the platform uses to shout “I can make you a lot of money, please listen to me!” Aside from being mean to Twitter, the contributor to social media site Publicis seems to benefit in the same way. Companies like Publicis are built around the premise of providing brands with marketing and other action plans. In such a fast-paced technological world, where competition seems almost sky-high, wouldn’t it be nice to have a company that takes care of all that pesky modernization for you? Well, Publicis would have you believe so; I mean, if Wendy’s Twitter account was a huge PR success, then maybe an entire company dedicated to such results can do better.
Our marketing marvels surveyed approximately 9,600 consumers who regularly use social media in the US, UK, India and Mexico. These are generally considered to be countries with large consumer populations as well as those with heavy use of social media. The study, titled #LetsTalkShop (ugh), attempts to portray social media as the evolution of review sites. Why would anyone rely on long anonymous reviews on Yelp, when passing friends and acquaintances can also vouch for a product? 92% of survey participants said they actively monitor reviews for certain brands and products on social media. In addition, brand image can also be strongly impacted by these platforms: 68% of the sample population felt their opinions changed about certain brands after witnessing or broadcasting speeches online to their topic.
What I find slightly amusing about the report is how data that doesn’t support social media’s position is unsuccessfully framed. For example, 35% of people say social media reviews are more important than review sites, 44% say the opposite, and 21% agree that both are equally important. Sounds like a clear win for review sites, doesn’t it? Well, the data is presented in such a way that the 35% and 21% are framed in yellow boxes, while the 44% are set aside in a gray box, trying to visually group opinionless individuals with social. those of the media. As if no one would catch them in hiding; Again, who knows with social media?
Finally, while this may seem like a pretty obvious point to make, it’s no less important: Twitter and Publicis conclude that positive talk is more memorable than negative talk. Twitter is a pretty negative space as it is, with neo-Nazis and anti-vaxxers running around. A brand can be very successful on the platform if it creates positive experiences and a healthy image of itself for users.
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