Nielsen | Conversation Management

A closer look at online product reviews

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by Lisa Derycke on October 27, 2011in the categories Conversations, Social Web1 Comment

We know by now that social media plays an important role when it comes to discovering, researching and sharing product or company information. According to NMIncite and The Nielsen Company, consumers tend to share their experiences with a brand or product through online media mainly to give recognition and positive feedback (61%), closely followed by the other extreme: to protect other consumers from buying a product with poor quality or bad service (58%). In this case, people try to punish that particular company by sharing bad reviews online (25%), a worst-case scenario for a company. Reviewing a product sometimes comes with a hidden agenda: 41% of the respondents try to receive discounts from their favourite brands.
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Nielsen + McKinsey: What is social media used for

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by Matthijs van den Broek on October 3, 2011in the categories Social WebNo Comments

Nielsen’s recent Social Media Report (we’ve posted about it before on this blog) revealed the size of the audience and the degree of consumption across social networking platforms in the U.S. New research by NM Incite, a Nielsen collaboration between Nielsen and McKinsey Company, further explores the reasons U.S. social media users visit social networks a bit more. Below, you can find the top drivers for social media (not surprisingly, top drivers of social media use among social networkers are keeping in touch with family and friends (89% and 88%, respectively) and finding new friends (70%).
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Nielsen State of the Media Q3 2011: Mobile access to socnets is booming

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by Matthijs van den Broek on September 15, 2011in the categories Social Web1 Comment

Close to 40 percent of US social media users access social media content from their mobile phone. Social networking apps are the third most-used among US smartphone owners. Internet users over the age of 55 are driving the growth of social network-ing through the Mobile Internet. Tumblr is an emerging player in social media, nearly tripling its audience from a year ago. These and other hard facts about the internet, the mobile web and social media can be found in Nielsen’s State of the Media Q3 2011, that can be downloaded and viewed here.
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