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