There was a 2-7 times greater likelihood of higher spending or consumption depending on the media encountered by the study group. The sales impact was most pervasive when social content was combined with other types of media such as press releases, out-of-home media and TV advertising.
Additionally, out of over 20 channels studied, social content exposure was associated with the largest shift in brand perception during a seven-day period.
Despite these strong social content impact findings, consumers are seeing relatively little branded social content during their daily routine. Only 24 percent of the study group reported exposure to social content, compared to a 69 percent exposure rate to TV ads.
The final report is available here.
Ogilvy ChatThreads Social Media Sales Impact Study 2011