1. Peggy Moulton-Abbott
    July 22, 2012 @ 1:26 pm

    Great data. Thanks for sharing. Are these behemoths of marketing reacting to, and capitalizing on this? If so, how?

    • John Feland
      July 22, 2012 @ 1:50 pm

      Peggy, not yet. We feel this is a novel measure of engagement for brands. This is the first time we’ve share some of the patterns of engagement we’re seeing. At Argus Insights, we are constantly working to bridge the qualitative and the quantitative and developing metrics that can be transparently traced to the bottom line.
      Even the biggest brands form a negligible percentage of consumer conversation on social media. The concern we have is that the brands will take this as an excuse to just shout more to consumers rather than understanding how to authentically and organically increase their share of mouth. In your own practice, how have you influenced the behemoths to leverage their powers for good?

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