Study Says Marketers Should Embrace Social-Net Chatter
The Momentum Effect, a metric for gauging what's more commonly known as Word of Mouth, is what comes into play when people spread the word about products via social networking services such as MySpace, according a research report published Monday by Fox Interactive Media (FIM).
FIM said the Momentum Effect is "a new metric coined by Marketing Evolution," one of the companies that conducted the study, which investigated social networking sites and marketing. Joining marketing consultancy Marketing Evolution in the study involving about 3,000 Internet users were marketing services outfit Isobar, agency Carat USA, and research firms TRU and TNS.
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