KDPaine & Partners Release New Report Questioning Legitimacy of Social Media Commentary on Controversial Health Topics

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Over one-third of all social media posts on such topics are likely not from “authentic commentators”

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When monitoring issues on social media platforms, we need to take into account the motivations of some commentators seeking to create false controversies

KDPaine & Partners LLC, the award-winning social media and communications measurement firm, today announced the findings of a study examining debates of controversial health subjects on social media sites. 301,497 posts were analyzed and it was found that more than one-third of all comments may actually be generated from artificial sources such as “pay-per-click” sites, “content farms,” “robot” responders and others with a financial interest in the debate.    

“Dissecting Buzz – It’s not what you think it is: A Detailed Analysis of Social Media Conversation Around Controversial Topics” examined online debates for three healthcare issues that have recently generated controversy: the development of genetically modified foods (GMOs), the use of high fructose corn syrup (HFCS) and childhood vaccinations. It was predicted that a small number of posters create a disproportionate amount of conversation. The study confirmed that hypothesis and found that while these topics may be receiving a high volume of posts/comments, this does not necessarily translate to a high level of interest among valid, independent consumers.

“The media often gauge the level of interest a topic has by the amount of discussion that topic generates, so they focus on places like Facebook and Twitter in the false belief that is where the main debates are taking place,” said Katie Delahaye Paine, CEO of KDPaine & Partners. “Unfortunately, less than ethical marketers and pay-for-post operators have beaten them to it artificially raising the volume on certain issues like the ones we tested. The real conversations are taking place in smaller, focused online communities.”        

The study found more than a third of all posts on GMOs, HFCS and childhood vaccinations are created by just 10 percent of all posters and just one percent of posters are responsible for 15 percent of all posts – many of whom are not authentic commentators.

The study also found these high volume commentators, like “pay-for-post” marketers, had strong negative opinions on these topics, much like low-volume posters, but the frequency and level of engagement varied between those audiences. Mid-volume posters—who tended to be more authentic and engaged—trended more positive than other groups.

The study, commissioned by the Corn Refiners Association, concluded that the most active posters on all three issues were in fact marketers of health products and alternative therapies that had a vested interest in promoting controversies and were using the discussion platforms to market their products.

“When monitoring issues on social media platforms, we need to take into account the motivations of some commentators seeking to create false controversies,” said Ms. Paine. “A high volume of comments on sites such as Facebook and Twitter does not necessarily translate to high consumer interest.”

KDPaine and Partners studied over 300,000 comments posted on Facebook, Twitter, YouTube and various blogs and forums on these issues from October 2010 – October 2011. For a copy of the report, please visit The Measurement Standard.

About KDPaine & Partners

KDPaine & Partners is a New Hampshire-based consultancy that provides plans, products, and services that help PR, public affairs, and marketing professionals measure their success and make better, more informed decisions for their organizations. In addition, it is the publisher of the industry's first measurement blog (http://kdpaine.blogs.com) and the world's only international newsletter entirely devoted metrics and evaluation, KD Paine's Measurement Standard at: http://www.themeasurementstandard.com. For more information about KDPaine & Partners, go to http://www.kdpaine.com.

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