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October 25, 2008
Social Media Influencers
The New York Times provides insight on the Rubicon Consulting study, “Online Communities and Their Impact on Business.” There is a current assumption among companies that extreme enthusiasts rather than average users dominate online community conversations, and companies feel that this causes a distraction when reaching for the real consumer. Rubicon Consulting warns that this is a dangerous view.
Rubicon agrees that, “about 80 percent of user-generated content is compiled by less than 10 percent of Web users. But despite the low content creation rates, online communities have enormous influence on almost all Web users. Online comments and reviews posted by the enthusiasts are second only to word of mouth as a purchase driver for all Web users.”
Read the New York Times feature on the study to understand the importance of client interaction with consumers via social media networks.
Posted by staff at October 25, 2008 10:39 AM
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