{"id":39564,"date":"2012-01-06T03:59:36","date_gmt":"2012-01-06T03:59:36","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=39564"},"modified":"2012-01-06T03:59:36","modified_gmt":"2012-01-06T03:59:36","slug":"social-media-marketing-gives-brands-measurable-long-term-benefits","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/social-media-marketing-gives-brands-measurable-long-term-benefits\/","title":{"rendered":"Social Media Marketing Gives Brands Measurable Long-Term Benefits"},"content":{"rendered":"

\"\"In a study by BzzAgent<\/a>, the long-term effects of social media marketing were put into metrics that the numbers-hungry executives are sure to notice. At least, we hope they notice — and listen.<\/p>\n

According to the study, social media marketing campaigns generate an immediate boost in the likelihood that consumer packaged goods brand advocates would recommend a brand to other people. Purchase intent also gets an immediate bump among brand advocates after exposure to a social media campaign.<\/p>\n

However, those are results that brand managers have been showing to executives for some time now. The significant findings in this study come from the long-term effects that social media campaigns have on brand advocates.<\/p>\n

First, let’s take a look at the data from the study related to the likelihood that U.S. brand advocates would recommend a consumer packaged goods brand before and after exposure to a social media campaign. Data was obtained between summer 2010 and summer 2011:<\/p>\n