The report also sheds new light on consumer motivations for social media behaviour. We now know that the desire to belong to something is as motivating as the desire to communicate and express oneself. UM believes that the engagement opportunities of social media are deeper than those of traditional mass media and that the power of social amplification is much stronger.
"The opportunity for success in the relatively uncluttered social media landscape will never be higher," says Universal McCann's MD Nazeer Suliman. "Every element of digital media is becoming socialised, providing marketers with new ways to engage a target audience.
"At the heart of our thinking is the concept of 'Gravitational Mass Media' where audience engagement provides a dense core that then attracts other consumers, with similar interests, playing in the same space.
Wave 4 lists its Ten Step Programme for Social Media as follows:
For the full report go to universalmccann.bitecp.com/wave4/.