Marketers rely seriously on the word of mouth generated by consumers, from the article I came across, it mentioned a peer influence analysis which was based on the investigation of this concept. Impression is the term being used in the study to represent the same meaning as word of mouth.
Those influence generated from posting within social networks like Facebook, Twitter, and MySpace, etc, is referred to as Influence Impression. While influence created by post, like blog post, discussion forum and comments, is referred to as Influence Post.
Below are the results for the survey:
It estimates people in the U.S. create 256 billion influence impression on each other in social networks every year. Of these influence impressions, 62% come from Facebook. And that people in the U.S. create 1.64 billion influence posts every year.
From the above chart, it could be seen that about 6.2% of the online adults generate 80% of the influence impressions. Around 13.8% of the online adults generate 80% of the influence posts. It is important and valuable for marketers to dig out who these people are (demographics, where they share, that kind of thing).
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