The Top 100 brands in social media

The influence of Social media

Social media is frequently driving news agendas in mainstream media, positive and negative comments are prevalent in Search Engines, and the sentiment on social media sites is impacting purchase decisions.

A study by DoubleClick  shows that the web is the most influential medium in shaping consumers’ purchasing decisions, with shoppers using it at every stage of the shopping process, from first awareness to final purchase.

Social media too, is affecting audience behaviour. According to research by Hitwise (Hopkins, 2006) , social networking site MySpace is responsible for more Traffic flow into the HMV.co.uk music portal than both the Yahoo and MSN UK search engines.

“83% of Uploaders actively recommend a product or service that they like”

Agency.com research

Agency.com’s recent research   (June 2007) shows that while only 8% of internet users in the UK (approximately 2.3 million people) actively upload Content and reviews regularly, these 8% are hugely important for brands. This is because their ability to influence other internet users is immense. In essence, they are affecting the behaviour of millions and changing how audiences inform opinions about brands, products and services.

It is this group that brands need to identify and influence. Brands will need to charm advocates and inspire positive debate. Companies that put strategies in place to rebut negative Comment will need to consider not just relevant communications, but customer service, product value and business performance.

The influence of social media on a brand is relative to topic. In each subject area for each brand, there will be different Influencers, different detractors and advocates. Determining the most influential Blogger, Forum member or network takes time and can, and does, frequently change.

Brands must pay attention because audiences instinctively turn to the web for information. Search engines drive people straight to comment and conversation, often bypassing a brand’s website and its marketing. The influence of social media is crucial if brands are to survive their ownership by audiences.