Some of our research into how fans feed their passions through social media is starting to come through.
It's interesting stuff.
As is always the case with the best stats, we're finding ourselves nodding and smiling as it all makes so much sense.
We really liked this one:
Across fans of sport, music, fashion, film, arts and gaming an average of 60% of those questioned (501 respondents) said they were 'more engaged in their passions because of social media'.
Football fans are loving their teams more. Live music lovers are following their bands further. Goggle-eyed gamers are playing harder and more. Culture vultures are going deeper.
So folks, this reinforces how social media isn't just a new place to put stuff.
It's a place where you will find the most direct connections to the biggest numbers of the most active fans of the passions your brands are involved with.
We're pulling the research together now and will have it ready for you in the New Year...fresh facts and figures for 2011.
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