Understanding the business value of social media

At NBC Uni­ver­sal, researchers are tak­ing the analy­sis of online video, social media, and media shar­ing well beyond the impact of one-to-one com­mu­ni­ca­tions and gath­er­ing valu­able, action­able busi­ness insights to help shape future dig­i­tal strategies.

“Social media offers clear advan­tages for devel­op­ing more pos­i­tive expe­ri­ences and last­ing rela­tion­ships with our view­ers and for reach­ing new audi­ences,” says Blandon Case­nave, vice pres­i­dent of Dig­i­tal Media Research at NBC Uni­ver­sal. “Using Adobe solu­tions, we can gather rich, action­able data that we can use to con­tin­u­ally pro­vide view­ers with more per­son­al­ized, rel­e­vant experiences.”

With the help of Adobe solu­tions, NBC Uni­ver­sal found that if a video viewer “liked” a video, the viewer con­sumed more than two times more videos; the com­pany also uncov­ered that if a video viewer shared a video, he or she accessed almost three times the amount of dig­i­tal video and online con­tent; NBC Uni­ver­sal also dis­cov­ered that when view­ers com­mented on a video, their con­sump­tion increased by approx­i­mately seven fold. The level of insight that NBC Uni­ver­sal is able to gather can be essen­tial in find­ing bet­ter ways to help adver­tis­ers reach the best audiences.

Check out the full suc­cess story at the fol­low­ing link: http://​omni​ture​.com/​g​o​/​4​3​261

What social media activ­i­ties are dri­ving the biggest returns for your company?