Positive Brand Mentions on Social Seen Relating Most Often to Features and Cost

Ogilvy has released a study in which it analyzed the advocacy content of about 7 million social media conversations surrounding 22 brands and 8 feature films across 4 countries (Brazil, China, the UK and the US) during the first half of 2012. Conducted with CIC, Visible Technologies and Radian6, the study estimates that around 15% of brand mentions could be deemed “advocacy mentions,” in which the person made a positive comment about the brand. In each country, a plurality of these mentions were feature-related. (more…)