My Space Identifies “Momentum Effect”

My Space teamed up with Isobar / Carat USA on research that suggests that online social networks — like their traditional offline analog, groups of friends — are conversations among trusted pals who talk about stuff, including brands and products. And when one friend says something positive about a brand or product to another friend, the positive comment has impact. Some of the findings, as published on PaidContent:

– More than 40 percent of all social networkers said they use social networking sites to learn more about brands or products that they like, and 28 percent said at some point a friend has recommended a brand or product to them.

– Brands such as Adidas and Electronic Arts attributed more than 70 percent of their marketing return on investment to the “Momentum Effect,” which the researchers define as the quantifiable impact of a brand within a social network.

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