[ Spring 2010 ]

MediaPost, Knowledge Networks Form Partnership to Define the "Faces of Social Media"

Joining our KN expertise with MediaPost Communication, we are helping CMOs and brand managers decide to what degree they should play in social media and how best to target specific audiences. Together we are painting a more sophisticated picture of social media's influence, showing where and how category consideration and SM level of influence intersect. To accomplish this we offer a groundbreaking syndicated product, The Faces of Social MediaSM, which will give CMOs the specific marketing consequences of social media use for each of five social media user segments -- from Evangelists to Active Users 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 (SM).

Charter subscribers to the service, which includes biannual trends, are being solicited now.

The growth of social media use in the U.S. population is unquestionable, now its marketing consequences are systematically evaluated.

With this seminal information, for the first time marketers will know:

• What proportion of their category users are the highest-potential targets:
  • SM brand evangelists or
  • SM active users who are influenced by what they see in SM about brands
• The demographics of their target SM users
• How the influence of SM on a specific product category is developing

To read more about what The Faces of Social Media can do for your marketing efforts, click here.