For the auto industry, it was easier to choose which brands to benchmark. The largest auto brands together have significantly greater market share than all the other auto manufacturers. We chose the corporate brand rather than the product brand as auto company reputations are built on the corporate brands first and foremost. With product brands in a state of flux, given all the issues affecting the auto industry, we also saw this as a more useful approach to take. The total number of conversations over a six-month period was 2,106,523.
Continue reading 'Measuring Social Influence Marketing in the automotive industry' by Shiv Singh on Headlightblog.com