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Marketing Data RoundUp: Social media creates brand advocates | Nice brands don't finish last

Social Media Creates Brand Advocates

Retailers can use social media to turn consumers who have had a negative experience with their brand into brand advocates, according to [pdf] a new report from RightNow and Harris Interactive.

The report finds that 68% of US consumers who posted a complaint or negative review of a holiday shopping experience during the 2010 holiday season were contacted by the retailer. Of that 68% who were contacted following a negative social media posting, 34% deleted their original negative review. Another 33% turned around and posted a positive review, while 18% became a loyal customer and bought more. These figures mean that 85% of customers who posted a negative review of a shopping experience and were then contacted by the retailer wound up taking an action that was positive for the retailer. Two-thirds (67%) of them took an action through social media directly negating their original negative posting.

Nice Brands Don't Finish Last

While common wisdom says that "nice guys finish last," this is not necessarily true in the branding arena, according to new analysis from In particular, says “random acts of kindness,” rather than distributing free samples or providing specific rewards for actions such as posting a positive social network review, can pay big dividends for brand marketers. says that consumers long used to distant, inflexible and self-serving corporations will gratefully receive any random act of kindness performed by a brand. Increasingly open communication between consumers and brands, especially online, make performing random acts of kindness easier than ever before. Specific examples include activities such as identifying Twitter users who appear to need cheering up (rather than ones who are promoting a particular brand) and providing them with a free gift or service. identifies three major drivers for the random acts of kindness trend: the human touch, "putting it out there," and passing it on. Following are brief overviews of each driver.


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