Businesses are wasting time and money trying to reach people online without realising many resent big brands invading their social networks – according to findings from a global study launched by today by TNS, a Kantar company and part of WPP.
Shailendra Gupta, associate vice-president, TNS India, explains, “Digital waste is the accumulation of thousands of brands rushing online without thinking who they want to talk to and why. Many brands have recognised the vast potential audiences available to them on social networks; however, they fail to understand that these spaces belong to the consumer, and their presence needs to be proportionate and justified.”
The race online has seen businesses across the world develop profiles on social networks, such as Facebook or YouTube, to speak to customers quickly and cheaply – but TNS’s research reveals that if these efforts are not carefully targeted, they are wasted on half of them.
Some key points of the study:
- 57 per cent of people in developed markets do not want to engage with brands via social media
- Only 47 per cent of digital consumers now comment about brands online.
- Although 54 per cent of people*** admit social networks are a good place to learn about products, the research shows brands must harness digital more carefully if they are to use it to their advantage and deepen relationships with customers and prospects.
- People like to praise than complain online (13 per cent vs 10 per cent).
- Spanish are the least likely to praise online, with just one in ten people saying that they would do this, and Argentineans are the most likely to complain about brands online (12.5 per cent).
You can read the full article here.