Roughly three types of brands can be identified from the research:
Brands with few messages;
Brands with lots of messages and a predominantly positive sentiment.
Based on these three types of brands, we describe a number of matching opportunities and insights.
1. Brands with few messages
The majority of brands are discussed very little. Why is this and how can you as a brand be discussed more?
Firstly, this uneven distribution is increasingly recognised on the internet at all levels. latvia phone number list The internet is a ' scale-free network ', where the growth of the network has led to a situation where choices are made based on previously made and other people's choices. This creates a situation where much-discussed brands are only talked about more. For a less-often-discussed brand, it is therefore very difficult to break through these power relations.
The chance that people will start talking about a brand is small, unless it is already one of the most talked about brands. In order to create more word-of-mouth reach on social media, one should therefore not simply assume that the social network will go viral. Even if a lot of media money is invested, it is no guarantee that people will talk about your brand. Developing relevant action mechanisms and ensuring that controversial topics around the brand are of great importance.
Another possible strategy is to target the people who are already talking about a brand. Even if a brand is discussed less often, there are always a few people who are talking a lot about it. These 'super promoters' can be activated, so that a more positive sentiment is created around a brand. Moreover, this can also lead to more reach and more word-of-mouth in the long run.