Social media isn’t just social media platforms. That message was a core theme during at least one panel at the Advertising Research Foundation 2011 Think conference in New York on Tuesday.
Brad Fay, COO of the Keller Fay Group, said the firm’s research, based on its TalkTrack platform — which Keller Fay Group says is the only continuous monitoring system of all marketing-relevant conversations in America — shows that some of the highest concentrations of social networkers are both in new and old media.
“Facebook and Twitter audiences report themselves to be frequent recommenders in every category we look at,” he says. “We find that people 13 to 69 who are Twitter audiences offer 100 weekly brand mentions — they are very engaged in brands — versus 65 for the general public,” he said.