Social Media and Word Of Mouth Endorsement

A 2009 Nielsen poll that surveyed more than 25,000 internet consumers from 50 countries showed that word of mouth advertising was the most powerful way consumers gained trust in a message. 90 percent of respondents trusted “completely” or “somewhat” recommendations from people they know — online and offline. Compare that to the relatively low levels of trust consumers have for statements made through online banner ads (33%) and online video ads (37%). 

These poll results make a compelling argument for the effectiveness of consumer generated media through social media outlets in shaping public dialogue surrounding a product, an individual, organization, or movement. 

A savvy marketer will find ways to get social media users to generate content in support of a product, an individual, organization, or movement. This concept has applications within and outside of politics. 

This Huffington Post article by Brian Levin illustrates a great example of how social media activity focused on one recent political movement could potentially lead to social change. 

Sterling Morris, Co-Founder of PoliticIt, wrote this ranking
Sterling Morris

PoliticIt provides It Scores on political races. An It Score measures a politician’s digital influence. It Scores have correctly predicted more than 700 election outcomes in 2012 with 91% accuracy indicating that digital influence seems to correlate with election results. PoliticIt will release Politicit Campaign in early 2013 — software that will enable politicians to access their daily It Score and monitor their digital influence. Contact Sterling at if you would like to apply to become a beta tester of PoliticIt Campaign.

Sterling Morris is a co-founder at PoliticIt. Connect with PoliticIt on Twitter and Facebook.


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