社交媒体之于品牌:朋友还是敌人?

【社交媒体之于品牌:朋友还是敌人?】对于品牌推广来说,社交媒体已经成为香饽饽:Facebook、Twitter、YouTube、Pinterest 都成为增加用户黏度的新工具和新平台,希望借此培养用户的品牌偏好,甚至是品牌忠诚。然而,效果如何?用户是否喜欢分享?社交媒体上品牌的推广是否能够增强用户忠诚度?根据美国一项历时十年的美国消费者行为研究,(1)分享意愿上,仅有11%的受访者惯于接受或者给予品牌建议;(2)在品牌偏好上,有73个品类上消费者回答“无品牌偏好”; (3)当报道宣称传统每天提的影响力和使用频率下降时,以兴趣为基础的媒介(如e-mail, 搜索,社交媒体)的影响力在上升,而这两条线交叉的年份是2008年;(4)那些宣称自己“无品牌偏好“的用户,恰好是社交媒体的重度使用者。

Social media: Friend or foe?

This article challenges the popular belief that a social media strategy is essential for building brands and consumer engagement.

Summary
This article challenges the popular belief that a social media strategy is essential for building brands and consumer engagement. It is based on a 10-year longitudinal US behavioural study, that investigates consumer behaviour, media use and brand preferences. Instead, it recommends adopting a cautious approach when implementing social media and proposes a 'trial and test' approach, rather than wholesale conversion.

文章题目:Social media: friend or foe?

文章作者:Professor Don E Schultz, Northwestern University

文章来源:ADMAP, May 2013, pp. 22-23

文章链接:http://www.warc.com/Pages/Search/WordSearch.aspx?q=social%20media%20friend%20foe&Filter=ALL%20OF%20WARC&Area=ALL%20OF%20WARC


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