Charting the Industry: Contests Move Fans Beyond ‘Like’ Phase

Discovery Communications, the parent company of Discovery Channel, Animal Planet, TLC and scores of other entertainment properties, released research findings in June 2012 that underscore the importance of keying in on influencers to drive social marketing programs. Bolstered by access to its 100 separate Facebook pages and almost 40 Twitter accounts, along with a presence on other social platforms like Google+ and Pinterest, the Discovery report, “Moving Beyond ‘the Like,’” notes that nearly eight in 10 Facebook and Twitter users “like” or “follow” a brand, but a smaller subset (28%) are fans of more than 20 brands. THE NEXT STEP Of course, likes may be nice, but it’s how viewers interact with these brands after they’ve liked or followed that is more important. Asked about how they’ve interacted with brands they follow on Facebook or Twitter, more than half (54%) entered a contest, 42% answered polls, 36% commented on a posting made by the brand, 32% shared a brand posting and 26% posted on a brand’s page or feed in the last month (see chart for details). Most PR professionals would be envious of these levels of engagement.

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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