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  3. Over the past decade, marketers have increasingly turned to social-media networks like Facebook and Twitter to create buzz aroun

Over the past decade, marketers have increasingly turned to social-media networks like Facebook and Twitter to create buzz aroun

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问题     Over the past decade, marketers have increasingly turned to social-media networks like Facebook and Twitter to create buzz around their products. But what impact do tweets and other recommendations have on sales, and how can companies get a bigger return on their investments in these important channels?
    To get a clearer view, we examined the purchase decisions of 20,000 European consumers, across 30 product areas and more than 100 brands, in 2013 and 2014. We found that the impact of social media on buying decisions is greater than previously estimated and growing fast, but that its influence varies significantly across product categories.
    【C1】______
    Social recommendations induced an average of 26 percent of purchases across all product categories, according to our data. That’s substantially higher than the 10 to 15 percent others have estimated.
    For the 30 product categories we studied, roughly two-thirds of the impact was direct; The remaining third was indirect: social media had an effect at earlier decision-journey touch points—for example, when a recommendation created initial awareness of a product or interactions.
    【C2】______
    Consumers, we found, access social media to very different degrees in different product categories. At the low end, only about 15 percent of our respondents reported using social media in choosing utility services. For other categories, such as travel, investment services, and over-the-counter drugs, 40 to 50 percent of consumers looked to social recommendations.
    【C3】______
    Our research shows that a small number of active influencers accounted for a disproportionate share of total recommendations. These power users are even more significant for product categories such as shoes and clothing: 5 percent of the recommenders accounted for 45 percent of the social influence generated.
    【C4】______
    As companies look to maximize returns from their social strategies, they can both encourage would-be customers to engage in more social interactions and inspire more influencers to express enthusiasm for their products.
    On demand side, companies that spend to move their product mentions to the top of search results can expect to benefit from a greater social-media impact. On the supply side, if companies allowed endorsements only, they generated a less strong response than companies that invited any sort of comment. Positive remarks were three times more numerous than negative ones, and some companies demonstrated that they could turn negative vibes to their advantage by responding quickly.
    【C5】______
    The pathways of social influence are shifting constantly. Looking ahead, better mobile devices and more robust social applications will make it even easier to share experiences about products and services. Companies can’t afford to fall behind this powerful curve.
[A]Power influencers
[B]Gear up for the future
[C]A growing importance
[D]Online VS offline
[E]Personalization matters
[F]Nuances are essential
[G]Navigating in a changing environment
【C2】
选项
答案F
解析 第二段介绍研究的总发现时说道，“社交推荐对不同产品的影响存在差异。”下一段也讲，“消费者购买不同产品类别时，借助社交媒体的程度明显有别：15％受访者在选择公用服务时会使用社交媒体；而购买旅游产品、投资服务、非处方药时，多达40％至50％的消费者会参考社交推荐。”体现了产品类别的差异会明显影响社交推荐的效果这一点。能反映这一点的小标题只有[F]Nuances are essential。
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