A Brand Centric Snapshot of Social Media Use
New data from international social media monitor Visible Technologies reminds us why brands absolutely must have a play in the ‘social’ game. Visible studied 125 million social media posts over a three-month period, finding that 17% of the messages conveyed purchase intent – with women responsible for 69%f those messages.
Visible says this was done ‘most often using Twitter to show-off a recent purchase and employing blogs to express their desire to buy an item’. The US and UK-based researcher says 31% of sports chatter on social comes from women, calling the data point “surprisingly strong” compared to past findings. Carly Wilcox, director of professional services at Visible, suggested that ‘advertisers should take note that consumers generally – and women specifically – are incrementally shifting in terms of where they spend their time and show their interests’.
At a conference in Queenstown I recently attended the global president of Gatorade described how by profiling, identifying and connecting with the most influential social media users, they were able to track genuine market sentiment to the brand – including the launch of new marketing campaigns – with accuracy and immediacy.
As the Social Generation continues to publicly profess their purchasing preference in greater numbers providing even more compelling data of this nature, it’s no surprise brand owners are falling in love with social.