The Globalization of Social Media: Consumer Relationships with Brands Evolve in the Digital Space
Graeme Hutton and Maggie Fosdick
Universal McCann (UM)
INTRODUCTION: RIDING THE WAVE
Since Universal McCann (UM) initiated its “Wave” global social media study series in 2006, the dynamics, behaviors, and even structures of the ecosystem have evolved and changed dramatically. For example, video has become the dominant force in social media, overtaking the written form—the latter exemplified by blogs having been the clear leader in 2006.
In Wave 1, reading blogs stood at 54 percent. By Wave 5, blogging engagement had steadily...