Health conscious social media users lead to Trader Joe’s

Social media health trends

Social media, in general, feels like a bunch of strangers clicking LOL, HaHa, HeHe, Omg, WTF etc. However, there is a huge amount of information floating around on the web if someone can make any sense out of it.

NetBase Solutions Inc., based in Mountain View, California, is a Social Media Insight & Analysis company. NetBase provides services that help understand what consumers are saying on the social web, their opinions, passions, and behaviors and how one can use such information to improve their business from social media. 

NetBase software reads and interprets 50,000 sentences a minute from billions of social media sources.For example, during recent controversy involving Susan Komen  for Cure and Planned Parenthood. Netbase’s analysis found that two-thirds of more than 3,600 sentiments expressed online about the incidence were negative, with people calling it "outrageous," and saying it did "irreparable harm" to the organization.

NetBase has created a “Brand Passion Index” which analyzes consumer passion for brands in various categories and publishes the results on the NetBase blog.

In January, NetBase realeased its first Brand Passion Index of 2012 which analyzed HEALTH conscious consumer patterns in social media. The analysis involved emotions, opinions and behaviors expressed by online consumers for five nutritious foods: kale, quinoa, pomegranates, acai berries and wheatgrass. The data was analyzed using three key metrics: share of buzz, net sentiment and passion intensity. The finding showed:

Social media users not only love eating healthy foods, but they also love talking about it. Over 2 million soundbites contained positive net sentiment and passion intensity for the topics.

Pomegranate was the winner and generated 34% of the overall chatter. Pomegranate was intensely talked about fruit by social media users for its many health benefits such as its flavor and nutritional value to its effect on the skin.

POM, Kool-Aid, Welch and Old Orchard were the hottest pomegranate brands discussed.

Quinoa and Acai berries had the highest Net Sentiment scores. Acai berries were the passion winner over quinoa out by a mere one point.

Acai berries got glowing reviews due to the abundance of its health benefits, especially antioxidants.

Quinoa carried 13.5% of the conversations with die hard followers who talked about this wonderful tasty grain.

Trader Joe’s and Whole Foods Market were the preferred places of social media users to buy their quinoa, acai berries and kale.

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References

Susan Komen Charity criticized by Senators Boxer and Murray

http://www.netbase.com/blog/

http://www.netbase.com/