New Study Will Track Consumer View of Social Media

To help marketers, agencies and publishers understand how social media is influencing consumer brand perception and purchasing decisions, Knowledge Networks and MediaPost Communications Inc.  will launch the “Faces of Social Media.”  The  long-term tracking study will provide a consumer view of social media’s effect on 30 key product categories.

The syndicated report will track the marketing impact of social media in the general population and on users in five explicit social media segments ranging from “Evangelists” to “Passive Users.” Parallels will be drawn from category-specific comparisons with non-users of social media to address the true incremental effect of social media.

The report, which will publish biannual trends, will begin with a report benchmarking what proportion of product category consumers are the highest-potential targets across each of the social media user clusters, how their use of social media is impacting brand perceptions and decisions, how it relates to demographic composition, which social media platforms dominate, and how specific social media features influence the process, how use of social media impacts use of other media, perceived trust of social media information about specific product categories, the influence of “friends” versus “non-friends” on the attitudes of social media users, etc.

To ground the social media/category comparisons, the companies said overall media consumption for each social media segment will accompany the data, as well as a “Social Media Influence Score.”