Brand advocacy actions are alive and well on the internet with slightly more people posting reviews than using them in searches (except for the 55+ demographic). Also, reviews are shifting to the mobile device as more of them happen on the go.
When looking at the data in this GWI report it’s important to remember they were asking participants if they had done an action in the last month. The number of folks who would have done these actions over a year would be significantly higher. Some findings that are relevant for healthcare marketers:
Even in today’s world, the traditional attributes of product quality and service are top of the list of reasons to post a review:
Breaking that down a bit more we can see the top five motivations:
The report doesn’t include healthcare as a topic, it’s more focused on consumer topics of retail, food, travel, etc. However, notice how older demographics, who think more about health, head toward news:
Notice that when asked if they “routinely” do something rather than “in the last month” the respondents post much higher numbers:
For marketers working in social who are pushing to engage their audience this report is a good tangential read.