The document discusses how consumers interact with brands in social media. It finds that 32% of German social media followers of brands are detractors, compared to 17% of American followers. For motivating word-of-mouth, German consumers prioritize social enhancement by 64.7%, with a gap compared to Americans. While Americans rely more on social platforms for recommendations, Germans still depend more on search engines and retailers for information.

1. BSI HowConsumersInteractwith Brands in theConversationEcosystem Brand Science Institute, 10. June 2010

2. BSI Social Branding is an overestimatedPhenomenon – Detractorsbecoming a severethreatfor Brands in theConversationEcosystem Recently German Consumerswhoare Fans/Followers in Social Networks US Consumerswhoare Fans/Followers in Social Networks 32% Detractors 17% Detractors Source: Brand Science Institute n= 2.113 Consumers US/Germany

3. BSI Brands still did not learnhowto handle Branded Content right – SocialEnhancementas a Key Motive for Word-of-Mouthunderrepresented Recently German Consumers Key Motives US Consumers Key Motives 64.7% Gap Gap Source: Brand Science Institute n= 2.113 Consumers US/Germany

4. BSI SocialSearchandRecommendationbecomingmoreimportantfor US Consumers – Germans still rely on Search Engine ResultsandRetailers Recently German ConsumersSearchSources US ConsumersSearchSources Social Plattforms forRecommendations Social Plattforms forRecommendations SearchEngines Top Results RetailersforVariety/Comparison RetailersforVariety/ Comparison SearchEngines Top Results 5% 2% 16,1% 16% 11,3% 58% 71% 21% Brand‘ssiteforreliableinformation Brand‘ssiteforreliableinformation Source: Brand Science Institute n= 2.113 Consumers US/Germany