Understanding the business value of social media

At NBC Universal, researchers are taking the analysis of online video, social media, and media sharing well beyond the impact of one-to-one communications and gathering valuable, actionable business insights to help shape future digital strategies.

“Social media offers clear advantages for developing more positive experiences and lasting relationships with our viewers and for reaching new audiences,” says Blandon Casenave, vice president of Digital Media Research at NBC Universal. “Using Adobe solutions, we can gather rich, actionable data that we can use to continually provide viewers with more personalized, relevant experiences.”

With the help of Adobe solutions, NBC Universal found that if a video viewer “liked” a video, the viewer consumed more than two times more videos; the company also uncovered that if a video viewer shared a video, he or she accessed almost three times the amount of digital video and online content; NBC Universal also discovered that when viewers commented on a video, their consumption increased by approximately seven fold. The level of insight that NBC Universal is able to gather can be essential in finding better ways to help advertisers reach the best audiences.

Check out the full success story at the following link: http://omniture.com/go/43261

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