Even though many brands have only just begun to launch their social media strategies, it’s already time for a stern wake-up call:
New research from Content and Motion indicates that consumers are feeling besieged by brand messages on social media.
After surveying about 3,000 people worldwide, Content and Motion found that:
- Half of those polled (a full 50 percent) feel overwhelmed by brand messages on social media.
- Three out of four (75 percent) said one or two brand messages a day is too much.
- 70 percent said they don’t attach any meaningful value to a brand’s persona.
Even so, though, the survey also discovered that consumers seem resolved to having brands as part of their social media life. Nearly half (45 percent) of those polled choose to interact with brands on social media channels. Among these, 60 percent said they share brand messages, and more than one-fourth (27 percent) said they like to share information about brand products.
As Content and Motion points out, social media marketing success lies in:
- smart, creative execution
- an understanding of why/how consumers use social media networks
In other words, take the time to develop a thoughtful, consistent, integrated strategy. Then, track and measure your success, so you know what works –and what doesn’t.
“A lack of sanity and charisma can and will be fatal,” the company says on its website.
The survey results also underscore how important it is to keep traditional media as part of your overall marketing mix. For example, half of those polled consider TV their prime media source. In addition, survey participants revealed that nearly 60 percent of purchasing decisions are influenced by traditional ads and product reviews –and that more than 80 percent of product recommendations from friends come via in-person conversations.