The growing impact of word-of-mouth influence within social media is underscored through a recent study by Netpop Research who surveyed 4,384 U.S. broadband users. Their findings indicate an 18% growth in time spent online “communicating” (Twitter, Facebook, photo sharing, blogs) versus a 29% decrease in time spent with more traditional online entertainment (browsing “cool websites”, watching video, online gaming).

Netpop | Connect: Media Shifts to Social 2009 Preview

While communicating has always been a part of human nature, the more that communication shifts online and within the social web, the more public and visible that same communication becomes, which is why brands must not only pay attention to what’s being said about them but also participate in the conversations and show that they’re listening.