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Seasonal and cultural events are circled on the calendars of brand marketers the world over. These events are magnets for consumer attention and ripe for appropriation by big brands. Television, out of home, radio and newspapers have always had a role in the marketing mix, but social media has only been recently integrated into the typical marketer’s campaign planning routine.
If there’s one thing the digital media industry loves, it’s advertising forecasts, particularly if they relate to new and emerging channels such as mobile, video and social media.
While most marketers leverage Facebook and Twitter to communicate with customers, not nearly as many consumers comment about these companies and brands on the social sites. AYTM Market Research found that 57.8% of US Facebook users had not mentioned a brand in their status updates as of October 2011. More heartening for marketers is that just 0.5% of Facebook users posted only negative mentions about brands on Facebook. More often, they reported commenting on brands in a positive way (25.3%) or with a mix of both positive and negative mentions (16.4%). US Twitter users nearly mirrored these results, with 61.3% of Twitter users saying they have not tweeted about a brand. Meanwhile, 25.4% of Twitter users said they only mentioned brands in positive tweets, 0.4% said they only mentioned them in negative tweets and 12.9% said in both positive and negative tweets.
It’s hardly breaking news that marketing leaders have become more empowered–-and their results, more measurable--than ever before. In fact, any good marketer these days should be able to answer questions like these in his or her sleep: “How many page views did your latest white paper garner?”