Social Media in the BRICs: Data from Universal McCann

Universal McCann began its series of 'Wave' social media studies in 2006 and by 2011, VP/Research director, Maggie Fosdick, reported to the ARF Audience Measurement assembly that social-networking was significantly more pervasive in the BRIC markets than in the EU or United States, surpassing all other means of staying in contact with people.

Social Media in the BRICs: Data from Universal McCann

Geoffrey PrecourtWarc

In 2006, when Universal McCann (UM) began a series of 'Wave’ social-media studies, the digital ecosystem was still adjusting to the concept of clusters of consumers. "We were trying to understand the hows and whys," Maggie Fosdick, the agency's VP/research director, told a Key Issue Forum at the Advertising Research Foundation's (ARF) Audience Measurement 6.0 assembly in New York. "We were looking for some key shifts in needs and behavior," with a particular eye toward platforms where brands could find a presence."

And, in 2006 – when Wave...

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