Growing Social Brand Movements: An Analysis

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We wanted to better understand how big movements get. From the Obama presidential campaigns to the global environmental initiative, Earth Hour, to high-profile brand programs like Pepsi Refresh, we benchmarked “how big is big.”  We also wanted to better understand the comparative level of engagement as measured by social actions (everything from tweets to shares to posts to views). Each of these actions reflect a higher degree of engagement from passives and while each can not be considered of equal value, we believe they can be assessed for broad comparative purposes.

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