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Social Media Creates Mass Reach for Brands

Those who discuss their thoughts and feelings via social networks are the most successful in driving brand awareness, according to a report into social media use in Europe.

The report produced by Forrester Research, called "Using Social Media To Create Mass Reach - The 2010 European Peer Influence Analysis", found that online social "connectors" trigger the most online brand impressions in Europe.

The research analysed the peer influence behaviours of online Europeans - 14,000 people in seven Western European countries.

It found that 4 per cent of online users in Europe are responsible for triggering 80 per cent of "consumer brand influence impressions".

Forrester also found that only 11 per cent of online adults in Europe create and trigger 80 per cent of all the influence posts online.

Between them, these two types of "European Mass Influencers" will have triggered more than 120 billion "influence impressions" about marketers' products, services, and brands in 2010.

Influence impressions are impressions that have come about as a result of one consumer being influenced by another to click onto online portals for products, services, and brands.

While Facebook was the most popular network for mass influencers, Twitter, according to the report, barely registers as a channel for influence impressions.

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