Study: Social sharing influences impressions, advocacy

Redwood City, Calif.—User sharing of social campaigns has a powerful ripple effect, with each individual share resulting in an average of 14 additional earned media impressions, according to a study from social media marketing company Wildfire Interactive.

According to Wildfire's “Brand Advocate Factor” report, sharing also has an influence in generating brand advocates. For every 10 advocates a brand gets to join its social campaign, 13 entirely new people will engage with the brand's campaign through clicks, entries and other interactions, according to the study.

The study from Wildfire, which last week was acquired by Google Inc., is based on an analysis of top-performing social campaigns from 700 brands that ran on Facebook over the previous nine months.