Lo lei hace unos dias de un post en tweeter de @svenmulfinger y me ha parecido muy interesante, reproduzco aqui lo que podeis encontrar en este blog
Word of Mouth, the Holy Grail of MarketingWord of mouth marketing is one of the most desirable activities to brands, why? Because research on trust shows that consumers (folks like you and me) trust the opinions of people we know more than anyone else. It makes sense of course, think about the next time you’re going to buy a car, who’s opinion are you going to trust, those of your friends or the opinion of the sales guy representing the product?
[Information within Microblogging communities like Twitter encourage rapid word of mouth –of both positive and negative content]
Twitter, Although Small, Continues to Demonstrate InfluenceTwitter, which I’m seeing informal stats of around 5 million users, has continued to show it’s viral capabilities, with last week’s Motrin mom’s brand punking of an advertisement to news being spread about natural disasters faster than traditional news, this toolset allows content to spread faster and farther than we’ve ever seen. Watching how Al Gore’s Current TV integrated tweets live on their TV broadcast and how CNN and CSPAN mentioned this microblogging service during the election months is a nod to it’s power. In some ways, long form blog posts like this seem so much slower and plodding compared to how quickly information can come and go in Twitter.
[Within the Twitter community a «Retweet» is a social gesture indicating endorsement of an idea]
The “Retweet” How Information Quickly SpreadsAs a result, the most powerful activity within Twitter is to watch the “Retweet” phenomeneon. A retweet is when one individual copies a tweet from someone in their network and shares it with their network. It’s perhaps the highest degree of content approval, it means that the content was so valuable and important that they were willing to share it with their network –causing it to spread from one community to the next –retweets are the core essence of the viral aspect of content spreading. Early research from Peter Kim indicates that twitter users are brand sensitive, and spread information. Since content can be shared, consumed on mobile devices, this information can rapidly spread faster than any other infectious technology we’ve ever seen.
How to Measure and Monitor the Coveted RetweetsExpect to see social media measurement tools appear that measure the spread of retweets, URLs, and other commonly repeated content to look for how information is passed from a source to a node, to an entire community. In fact, in a very primitive way, you can see those that are repeating the content of others, for example Tim O’Reilly’s content. See this search query showing “http://search.twitter.com/search?q=retweet+@timoreilly“, or “http://search.twitter.com/search?q=rt+@timoreilly” (an abbreviated version).
You should do the same query for your brand, products, and those of your competitors, start with this query “retweet yourbrand“, and change out yourbrand. At some point we can expect a service to appear that will track a tweet from a single source, then track how it is retweeted, then by who (and their number of followers) then to create a numerical value of the velocity of that single original tweet as it cascades through a community.
Impacts to Users, Brands and Vendors
[Information within Microblogging communities like Twitter encourage rapid word of mouth –of both positive and negative content]
Twitter, Although Small, Continues to Demonstrate InfluenceTwitter, which I’m seeing informal stats of around 5 million users, has continued to show it’s viral capabilities, with last week’s Motrin mom’s brand punking of an advertisement to news being spread about natural disasters faster than traditional news, this toolset allows content to spread faster and farther than we’ve ever seen. Watching how Al Gore’s Current TV integrated tweets live on their TV broadcast and how CNN and CSPAN mentioned this microblogging service during the election months is a nod to it’s power. In some ways, long form blog posts like this seem so much slower and plodding compared to how quickly information can come and go in Twitter.
[Within the Twitter community a «Retweet» is a social gesture indicating endorsement of an idea]
The “Retweet” How Information Quickly SpreadsAs a result, the most powerful activity within Twitter is to watch the “Retweet” phenomeneon. A retweet is when one individual copies a tweet from someone in their network and shares it with their network. It’s perhaps the highest degree of content approval, it means that the content was so valuable and important that they were willing to share it with their network –causing it to spread from one community to the next –retweets are the core essence of the viral aspect of content spreading. Early research from Peter Kim indicates that twitter users are brand sensitive, and spread information. Since content can be shared, consumed on mobile devices, this information can rapidly spread faster than any other infectious technology we’ve ever seen.
How to Measure and Monitor the Coveted RetweetsExpect to see social media measurement tools appear that measure the spread of retweets, URLs, and other commonly repeated content to look for how information is passed from a source to a node, to an entire community. In fact, in a very primitive way, you can see those that are repeating the content of others, for example Tim O’Reilly’s content. See this search query showing “http://search.twitter.com/search?q=retweet+@timoreilly“, or “http://search.twitter.com/search?q=rt+@timoreilly” (an abbreviated version).
You should do the same query for your brand, products, and those of your competitors, start with this query “retweet yourbrand“, and change out yourbrand. At some point we can expect a service to appear that will track a tweet from a single source, then track how it is retweeted, then by who (and their number of followers) then to create a numerical value of the velocity of that single original tweet as it cascades through a community.
Impacts to Users, Brands and Vendors