Bridge Ratings Studies Social Media Marketing
June 1, 2010 at 4:01 AM (PT)
For the first time since social marketing has become a legitimate form of reaching consumers, BRIDGE RATINGS has confirmed that not only does the strategy work, if done by using field-tested hierarchy tactics and messaging, the impact on corporate growth over-reaches and out-performs any other marketing strategy.
The study was conducted between JANUARY 15th and APRIL 30th. Data was accumulated through in-person interviews, telephone interviews, social media focus groups and web surveys. The sample consisted of 2,322 persons ages 6-54. The analysis confirmed heavy consumption among the sample in the following social areas: Social Networks, News & Bookmarking, Blogs, Microblogging, Video Sharing, Photo Sharing, Message boards, Wikis, Virtual Reality sites and Social Gaming.
"Among the most interesting results of this new study is the discovery of a hierarchy of social media that consumers progress through over time," explains BRIDGE RATINGS Pres. DAVE VAN DYKE. "The usage pattern is different for each demographic category and the pattern migrates based on user experience. The more aligned the marketing is to the usage patterns, the more effective the results. "
The concept of social network hierarchy behavior is evident through each demographic life group and serves as a more effective strategy for reaching consumer targets with brand messages.
VAN DYKE continues, "In every case we tested, an increase in product engagement was noted. And we learned that there are specific criteria that require special attention, including the fact that social media is not all things to all people. Not all consumers use social networking sites in the same way."
Other tactics include focused product messaging, repetition, timing, staggering and flighting messaging.
As quickly as social media are being adopted by the public, the number of options facing today's social media marketing strategist expands, said the report. Because of the vast landscape of tools available, not all social media marketing is equal.
This BRIDGE RATINGS study has clarified that even at this early stage, demographics, lifestyle and personal interests direct which social media will have the best affect on accelerating consumer demand.
Learn more at www.bridgeratings.com .
[What's your experience with Social Media sites? Is your station actively using sites such as FACEBOOK to stay in touch with listeners? Share your thoughts below]