Identifying social media's global brand promoters

This presentation identifies what makes a true brand advocate, based on the findings from a survey across 11 countries.
  • The survey used Net Promoter methodology with 5,500 social media users and found that 84% "like" or follow a brand, 58% proactively share brand experiences, but only 19% are brand promoters.
  • Consumers follow brands because they want to express satisfaction and because they see that companies are listening and responding to comments.
  • Sharers are more engaged than followers and post about brand experiences, both good and bad; but they are not as engaged as promoters, who are extremely likely to recommend brands and products to friends.
  • Most cited reasons for brand promotion are quality and customer support,...

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Insights Team
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