A new Weber Shandwick survey on advocacy by consumers (via Simon McDermott) provides support for the idea of paying attention to online conversations, although traditional media still outrank online for their ability to reach and influence consumers. The survey confirms the role of word of mouth advocacy as it reaches an eye-opening conclusion about international markets.
Key observations:
- Decision-making among global consumers has accelerated.
- 45% of global consumers identified as Advocates.
- High-Intensity Advocates are critical to reach.
- Badvocates waste no time.
- Advocacy is more common in Europe and Asia.
- Both traditional and new media play critical roles in forming Advocates' opinions.
When I started asking social media analysis companies which languages they can handle, it seemed a simple enough question. English is ubiquitous, and a few predictable languages show up over and over again. Then I started seeing more obscure regional languages and dialects, and the language matrix started growing dramatically:
Arabic Bengali Bulgarian Cantonese Catalan Chinese (Mandarin) Czech Danish Dutch English Estonian Filipino Finnish | Flemish French German Greek Hindi/Urdu Indonesian Italian Japanese Korean Lithuanian Malaysian Norwegian Polish | Portuguese Punjabi Romanian Russian Shanghainese Spanish Swedish Taiwanese Thai Turkish Ukrainian |
Update: The Guide to Social Media Analysis includes a table that summarizes the language capabilities of 31 vendors across these 37 languages.
Tags: social media analysis, blogmonitoring
link to original post