June 12, 2008

Social Computing: Some Americans Do It All

One-Third Of Actives Will Have The Highest Social Value

by Mary Beth Kemp

with Jaap Favier, Alice Bresciani

Executive Summary (This is a document excerpt)

Consumers rely on other consumers when building their brand preferences and making their purchase decisions. That's why marketers should take into account a customer's or prospect's influence or social value. Consumers who participate in more than one Social Computing activity are more likely to be of high social value. And as many US consumers are involved in three or more activities, marketing leaders there should let their teams develop a social marketing strategy to reach those who influence others. The first steps: Find, identify, and interact with these consumers.

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