Automaker Social Mind Over Matter – Part 2

I broke the social bookmarking activity, from my prior post, down into 3 major categories: votes/ratings, comments and stories. The following chart shows a comparative breakdown along with an industry average for the automakers. (Click the bar chart to enlarge.)



Ratings – comment agrees/disagrees + story rating/voting. Why did I put these together? They point to a clear user profile, the timid or less involved critic (part collector part critic). This group is in the middle of the influence food chain. On average nearly 72% of the activity around Automakers in the social bookmaking world came in the form of votes/ratings.

Comments – comments on a story or in response to other comments on a story. The more vocal critic. This group is further up the influencer food chain. Just 11% of the activity was in the form of discussions and comments.

Stories – blog entries, videos, podcasts and web pages that have received bookmarking attention. The people behind the blog entries, videos, etc are the content creators. Top of the influence food chain.

Note, the bookmarking itself was done by Collectors. These are the people that took the a moment to bookmark the stories. Collectors tend to be lower on the influence food chain. 17% of the Automaker related activity in the social bookmarking world was the collection of new content.