A new Weber Shandwick survey on advocacy by consumers (via Simon McDermott) provides support for the idea of paying attention to online conversations, although traditional media still outrank online for their ability to reach and influence consumers. The survey confirms the role of word of mouth advocacy as it reaches an eye-opening conclusion about international markets.
- Decision-making among global consumers has accelerated.
- 45% of global consumers identified as Advocates.
- High-Intensity Advocates are critical to reach.
- Badvocates waste no time.
- Advocacy is more common in Europe and Asia.
- Both traditional and new media play critical roles in forming Advocates' opinions.
When I started asking social media analysis companies which languages they can handle, it seemed a simple enough question. English is ubiquitous, and a few predictable languages show up over and over again. Then I started seeing more obscure regional languages and dialects, and the language matrix started growing dramatically:
Update: The Guide to Social Media Analysis (2nd edition) includes a table that summarizes the language capabilities of 63 vendors across 55 languages, from Arabic to Zulu.