April 24, 2008

Social Multitaskers Have The Highest Social Value

Consumers Engaged In Four Or Five Social Roles Are The Most Influential

by Mary Beth Kemp

with Jaap Favier, Alice Bresciani

Executive Summary (This is a document excerpt)

Influential consumers drive purchase decisions and influence how others feel about a brand. Because of the importance of consumer-to-consumer communications, marketers should now take into account the social value of their customers and prospects. And because consumers who participate in multiple categories of Social Computing activities are more likely to be of high social value, marketing leaders should direct their teams at locating these consumers and motivating them to get involved with the brand.

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