Social Media Propels Branded Entertainment On, Off-Line

by , Jun 13, 2012, 10:47 AM
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While there is increasing value of social media platforms in relation to entertainment, recommendations of products/services in these arenas aren't universal.

One-third of respondents in a recent survey -- 29% -- appreciated the recommendation, with 15% feeling negatively about a brand as a result of any recommendation, according to public relations agency Edelman. It studied 2,022 respondents in the U.S. and the U.K., the sixth year it has done such research.

Andy Marks, general manager, MATTER, Edelman Sports & Entertainment Marketing, stated: "Audiences want and expect to be entertained. If done organically, branded entertainment can be a powerful vehicle to connect brands to their audiences, driving conversations on and off line."

That's good news for entertainment-connected social media efforts. Overall, the survey says while 40% of people see the value from social-media areas -- up from 34% a year ago -- the perceived value of entertainment has doubled versus a year ago.

Gail Becker, chair of U.S. Western Region, Canada and Latin America, Edelman, said: "Value can represent cost, but a consumer's time is also a contributor to value in today's world."

Almost half of U.S. (42%) and a third of UK (31%) in the survey like being able to interact with entertainment, such as the ability to vote -- an increase of 15% and 8%, respectively, over last year's results. Free merchandise is seen as the biggest incentive to encourage viewership of content on social media sites, according to nearly half of those surveyed.

Price continues to be an issue for consumers when it comes to entertainment, but not when it comes to giving up personal information. Nearly half of UK (48%) and U.S. (50%) consumers surveyed said they would be willing to watch ads in exchange for free entertainment, but won't compromise on privacy.

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