Leveraging the power of social media
The impact of shared news content on consumers

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Author(s): Gregg Liebman, Carl Marci
Collection: 3D Digital Dimensions 2011 - (Online + Social Media + Mobile) Research
Keywords: Audience Research, Neuroscientific Techniques , Social Networks

ESOMAR Excellence Award Nominee - Best Paper 2011/2012
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This paper details research findings on bringing news videos
and articles into social conversation and the effect on engagement
when online content is an extension of personal interactions.
In previous research, Innerscope Research found participant
conversations creating higher levels of emotional response than
the content itself. CNN expected that stories shared through social
media would experience a lift similar to that created in recent
usability and redesign work. The study results, however, place the
impact of social media in a fundamentally different category with
extremes of lift in both the influencer and their friend network.



Date of publication: 26.10.2011
ISBN: 92-831-0254-1
Order Code: 59638_10
Number of pages: 10

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