Study: Brands Now Have Control Over Social Media Results

Consumer responses to social media can be more successfully influenced by focusing on the interaction of five key aspects of messaging including timing, message type and form, level of engagement of recipient, and device used.

A research study from Lucule, New York, has determined that in the absence of effective traditional measurement tools (TRPs or reach/frequency) for social media, a new model, its Social Media Pénte, which examines the time, form, message, device used, and level of engagement of the recipient of the message, meaningfully fulfills this role. Lucule developed Pénte to show how brands can modulate these factors to reap greater audience affinity. As a result the Pénte provides metrics that enable brands to design and measure their social media programs effectively.

Pénte allows a brand to model and effectively exert influence with better results than trying to do so through the so-called “influential” everyman (a popular person with a high influence score). This is important because Lucule’s findings reveal that the traditional model of “influence” doesn’t work in social media. The top-down approach of looking for someone well known to spread the word about a brand, which previously worked well with celebrities, “authorities” or via word-of-mouth between and among peers, doesn’t have the same impact in social media.  Even new influence measurement systems (Klout, Kred, etc.), that identify individuals who are “broadcasters”, do not translate into a way to engage consumers, sway attitudes, change behaviors or create new brand users or accelerate brand loyalty.

Key Research Findings

  • In the absence of traditional measure tools (TRPs reach/frequency), a new model, the Social Media Pénte, which examines the time, form, message, device used and level of engagement of the recipient of the message has shown to provide clearer, more meaningful metrics that enable a brand to design and measure social media programs effectively.
  • Using the Social Media Pénte, brands can, for the first time, create social media schedules that generate measurable behavioral response.
  • This new social media model is a far more effective tool to create behavioral change in the marketplace than existing “influence” measurement tools (e.g. Klout, Kred).
  • Pénte shows how brands can modulate time, message and device to compare and change effectiveness of social media activities to reap greater audience affinity.  In fact, a brand can actually model and effectively exert influence with better results than trying to do so through the so-called “influential” social media everyman.
  • The traditional model of “influence” doesn’t work in social media.  In other words, consumers with a high Klout score do not perform and carry the credibility of a celebrity who is well known. The top-down approach of looking for someone well known to spread the word about a brand, which previously worked well with celebrities or via word-of-mouth with peers doesn’t have the same impact in social media.
  • Existing influence measurement systems (Klout, Kred, etc.) may identify individuals who are “broadcasters”, but this awareness does not translate into the ability to engage others, influence or sway attitudes, change behaviors or create new brand users in others.

To download the White Paper: Social Media Marketing Doesn’t Have to Frustrate Brands, please fill out the form below:


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