In the US, Nielsen Online has formed a Digital Strategic Services group, to help advertisers manage their online reputations on social media platforms. The new group is headed by Pete Blackshaw, EVP of Nielsen Online and former CMO of Nielsen BuzzMetrics.
In essence, the unit will provide brands with research on what consumers are saying about them online, and what they can and should do to steer these communications.
'Consumer generated media has moved into the C-suite, and executives and brand managers face an unprecedented range of choices, from how much to invest in digital marketing to how to leverage social media in public relations,' explained Blackshaw. 'We're able to educate clients and help them make the right choices to seize digital opportunities to connect with consumers and grow their brands.'
The Digital Strategic Services group will be developing the Nielsen Online Brand Advocacy Quotient (BAQ), by combining consumer generated media, site, and survey-based data and leveraging Nielsen's Online 'MegaPanel' to determine the extent to which consumers are promoting or eroding brands.
Armed with a brand's BAQ, the group will advise clients on the key strategies to nurture 'meaningful advocacy' among their consumers.
Senior Consultant Emily Sobol says that in certain industries, customer service is driven by both positive and negative consumer feedback, adding: 'We can use that insight to help brands make informed strategic choices to improve their overall customer service and satisfaction.'
Last October, Nielsen combined its Nielsen//NetRatings division with BuzzMetrics to form Nielsen Online, which measures and analyses online audiences, advertising, video, consumer-generated media, word of mouth, commerce and consumer behaviour.
Web site: www.nielsen-online.com .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.