Broadest Impact on Sales When Social Media Is Combined with Other Media Such as Out-of-Home, PR and TV; Effective by Itself for Changing Perception
According to final results from a new Ogilvy-ChatThreads study of restaurant consumers, individuals exposed to social content are significantly more likely to increase their spending and consumption than those who aren't exposed.
There was a 2-7x greater likelihood of higher spending or consumption depending on the media encountered by the study group. The sales impact was most pervasive when social content was combined with other types of media such as PR, out-of-home and TV.
Additionally, out of over 20 channels studied, social content exposure was associated with the largest shift in brand perception during a 7-day period.