New York : The growth of social media use in the U.S. population is unquestionable, yet its marketing consequences have yet to be systematically evaluated. To fill this void, Knowledge Networks and MediaPost Communications Inc. have formed a partnership that delivers a consumer-centric view of social media involvement and its effect on purchase decisions for 30 product categories.
The syndicated product, The Faces of Social Media, will give CMOs the specific marketing consequences of social media use for each of five social media user segments — from Evangelists to Active Users to Passive Users. Parallels will be drawn from category-specific comparisons with non-users of social media to address the true incremental effect of social media .
To ground the social media/category comparisons, overall media consumption for each social media segment will accompany the above data. A Social Media Influence Score will be developed as a guidepost for marketers to use in their decision making.
“Joining our expertise with MediaPost’s, we are helping CMOs and brand managers decide to what degree they should play in social media and how best to target specific audiences,” said Simon Kooyman, CEO of Knowledge Networks. “We are painting a more sophisticated picture of social media’s influence, showing where and how category consideration and SM level of influence intersect.”
“While there is a sea of data about social media, little of it speaks to the needs of marketers who are trying to make specific plans for their categories and brands,” said Chuck Martin, Director of MediaPost’s Center for Media Research. “We are pleased to be working with KN to deliver accurate data that goes beyond audience sizing to define effects of social media on consumer attitudes. The result should be smarter, more efficient use of social media to nourish specific categories, and even brands.”