“Active socials” key to brand perceptions

NEW YORK: Brands should prioritise targeting "influencers" over attaining mass reach in their social media strategies, a report from Discovery Communications has suggested.

The US broadcaster, owner of media properties including Discovery Channel and TLC, indicated that "active socials" are key drivers of general perceptions about a brand on social media platforms.

These users "are providing their brand opinions on an ongoing basis, building up an expectation among their communities that they are 'in the know' — whether they have positive or negative impressions," the report added.

"Brands that want to influence the influencer, can design programs that target the active 'likers' as a starting point, but realistically need to dig deeper to find those with affinity for the brand."

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