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A recent study by Oglivy suggests that social media users aren’t showing advocacy or passion for most of the brands that they follow.
What I want to do in this post is take a look at the research behind that assertion and posit an alternative explanation for the chasm between brand advocacy expression on social media and its expression in real life.
Methodology
This study looked at between 6 and 7 million social media mentions of 22 major brands and eight feature films in four countries (United States, China, Brazil, and the United Kingdom). They assessed five product categories: coffee, hotels, fashion retail, movies, and skincare....
Good look at the importance of "advocates." The challenge for marketers of course is how to find these influencers.