The social media revolution (in 15 minutes)

links for 2008-12-17
December 17, 2008, 1:04 pm
Filed under: Links
  • I thought this was just going to be just another rather self-serving survey that tells us what we already know (i.e. word-of-mouth recommendation works better than traditional advertising messaging). To an extent it was – but the interesting gem, which I don't think the company itself fully appreciated, is that information from "a brand representative" is also very powerful. I.e. not other consumers or independent third parties that we traditionally see as the 'mouths' we want 'the words' to come out of. This shows that essentially a non-independent, brand-sponsored message, will gain acceptance because of the way it was delivered – i.e. personally, rather than through an anonymous mass channel. More support to my view that the conversation department will become the new marketing department.

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