In two weeks in theaters, “Social Network” has taken in $46.1 million, which Columbia said covers its production cost, putting the film on a solid path to profitability. Being tops box office for the second week, we can say now that the said movie is successful but what effect has the film The Social Network had on the Facebook brand itself? While Facebook appeared that the movie would damaging for Facebook’s Co-Founder and CEO,Mark Zuckerberg.
YouGov BrandIndex, a daily consumer perception research service, compiled data to examine the effect of the movie The Social Network on the Facebook brand itself. They took at look at the general perception of Facebook among three different demographic groups between September 16, 2010 and October 6, 2010.
Check out the chart of its results:
YouGov BrandIndex has scores ranging from 100 to -100 and are compiled by subtracting negative feedback from positive. This means that a score of zero is basically neutral — positive and negative feedback are equal.
YouGov BrandIndex asked respondents: “Do you have a general positive feeling about the brand.”
Some interesting notes:
- The impression among adults ages 18 to 34 more than doubled between September 22, 2010 and October 6, 2010. Facebook had an impression score of 23.5 on September 22, this shifted to 46.4 on the opening day of the film (October 1), and by October 6, 2010, the impression score was 51.5
- Adults ages 35 to 49 had more varied opinions, with scores bouncing up and down, leading up to the film’s release. The scores went down after the film was first released but have rebounded in the second week of release.
- The greatest negative impact in the data period was with adults ages 50 and older. The 50+ impression score was already lower than the other two groups, but there was more of a drop in the days leading up to the film’s release, with a slight rebound before the numbers settle at about 20.
The most notable data to us is just how much the perception has shifted in the 18 to 34 demographic. It could be that just having more of a historical context to how Facebook was founded — regardless of factual accuracy — has contributed to a better understanding, or at least a greater amount of respect for the brand.
The 18 to 34 demo is still Facebook’s largest userbase, though the service continues to skew higher on the age scale than many other social networks.
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