Social media, or at least its widespread use, may be relatively new, but certain human behaviors are not. For example, David Aaker, blogging at the Harvard Business Review, points to a study by Ernest Dichter from 1966 on word-of-mouth persuasion.
The report had three key findings, all of which are relevant to social business today.
"It turns out that while most people still talk about brands face to face, their conversations are informed by the Internet more than any other media source," she adds. And when they're online, users go to search sites more than any other. This is even more true afterconversations, especially those sparked by TV. People follow up by searching for more information and prices more than any other online activity, including social media.
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