Most Britons Give Thumbs Down to Brand Engagement through Social Media
A new survey by research group TNS has revealed that the majority of Britons (61%) are not interested in engaging with brands via social media - meaning companies are merely creating "mountains of digital waste".
TNS said that "misguided digital strategies" have led to brands setting up social media campaigns on Facebook, Twitter and blogs that fail to attract visitors.
Chief Development Officer at TNS, Matthew Froggatt, commented: "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 are failing to understand that these spaces belong to the consumer and their presence needs to be proportionate and justified."
Nevertheless, despite six in ten Britons not wishing to converse with brands online, the TNS Digital Life study found that these respondents were willing to engage with brands in this way when there was a promotion or special offer involved.