Utrecht-based communications agency Greenberry has conducted research for the third time into the messages on social media about the 100 largest Dutch advertisers (Nielsen, 2012). A total of 2.1 million messages were analyzed over a period of three months. In this article, we present the most striking findings and identify three types of brands and describe where the opportunities lie.
Research design
For three months (from 1 February to 1 May 2013) all messages on social media about latvia phone number list the top 100 brands were monitored and analysed. All publicly accessible messages on Twitter, Facebook, Hyves and on various large Dutch weblogs were examined. This data was obtained in collaboration with the search technology of Teezir .
In contrast to other studies (for example Social Media Monitor and Facebook Monitor ), the focus was not so much on the number of followers, likes or retweets, but on all brand expressions within Dutch social media. All autonomous discussions, conversations and messages about the top 100 brands were therefore examined.
Increase of 40%On average, almost 300 posts are made per day per brand, which is a whopping 40% more than last year.
This average of 300 messages per day does not say much, however. There are a few brands that are discussed substantially often, while the vast majority of brands are discussed much less. As much as 71% of all messages are about the first 20 brands (see image below). In mathematical terms, this means that there is no normal distribution with a representative average. There is a pareto or 'power law' distribution in which a small part of the brands are discussed disproportionately often. What this means for brands will be described later in this article.