A 2009 Nielsen poll that surveyed more than 25,000 internet consumers from 50 countries showed that word of mouth advertising was the most powerful way consumers gained trust in a message. 90 percent of respondents trusted "completely" or "somewhat" recommendations from people they know -- online and offline. Compare that to the relatively low levels of trust consumers have for statements made through online banner ads (33%) and online video ads (37%).
These poll results make a compelling argument for the effectiveness of consumer generated media through social media outlets in shaping public dialogue surrounding a product, an individual, organization, or movement.
A savvy marketer will find ways to get social media users to generate content in support of a product, an individual, organization, or movement. This concept has applications within and outside of politics.
This Huffington Post article by Brian Levin illustrates a great example of how social media activity focused on one recent political movement could potentially lead to social change.
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PoliticIt provides It Scores on political races. An It Score measures a politician's digital influence. It Scores have correctly predicted more than 700 election outcomes in 2012 with 91% accuracy indicating that digital influence seems to correlate with election results. PoliticIt will release Politicit Campaign in early 2013 -- software that will enable politicians to access their daily It Score and monitor their digital influence. Contact Sterling at Sterling@PoliticIt.com if you would like to apply to become a beta tester of PoliticIt Campaign.
Sterling Morris is a co-founder at PoliticIt. Connect with PoliticIt on Twitter and Facebook.
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