Marketers alienating consumers with ‘irritating’ social media behaviour


by | 20 November 2012

65% of consumers say they would stop using a brand if it annoyed them on social media sites.

social media marketing

The study, by Vanson Bourne, compares social marketing trends with consumer attitudes and reveals that many marketers are losing potential customers from irritating online behaviour.

While only a quarter of consumers were found to actually use social media to interact with companies, brand recommendations and likes from friends were largely welcomed. 15% reported they had even made a purchase based off of a friend's recommendation.

However, unsolicited social media marketing was said to be the worst experience for a consumer while online.

Consumers were found to be accepting of messages sent from brands they already followed online but 40% said they would be annoyed to be contacted by a brand they didn't follow.

Social media is increasingly becoming a popular tool for marketing directors with nearly 70% claiming that 25% of their budgets will be dedicated to social media in 2013.

Vanson Bourne's research, however, suggests a disconnect between UK marketers' use of social media and what consumers actually want.

One example is the use of discount or money saving vouchers. While customers were found to be most responsive to upcoming sales, new products and discounts; marketers viewed incentives as the least effective social media marketing method.

Marketing decision makers instead rated newsletters and customer satisfaction surveys (70%) as the most interesting to customers.
Yet, only 10% of customers showed any interest in participating in those type of communications.

"This research is fascinating because it reveals a clear disconnect between the effort marketers are putting into social media and the desire among consumers to engage," said Kieran Kilmartin, EMEA Marketing Director, Pitney Bowes Software. "Even well-intentioned marketers that persist with old-school 'broadcast' marketing models risk inadvertently turning potential brand ambassadors off, or at worst, triggering them to disengage completely and ultimately become a 'brand blocker'."

Please follow this writer on Twitter @Tineka_S or comment below.

Post a comment

Comments may be moderated for spam, obscenities or defamation.

Join our network

739 people like this.
0 people follow this.

Social Intelligence

Suppliers Directory

  • Webroot - Security Solutions

    Webroot provides industry leading security solutions for consumers, enterprises and small and medium businesses worldwide.

  • Neverfail Overview

    The Neverfail Group is dedicated to creating a world where business applications are continuously available. High Availability, Disaster Recovery...

  • Capscan

    Capscan is a leading supplier of international address management solutions and data integrity services. Capscan has more than 1800 customers...

  • Teneo - Infrastructure Management, Performance and Virtualization Services

    Teneo is an infrastructure optimization company, providing solutions that help customers with the management, performance and virtualization of...

See more
Privcy Policy

We have updated our privacy policy. In the latest update it explains what cookies are and how we use them on our site. To learn more about cookies and their benefits, please view our privacy policy. Please be aware that parts of this site will not function correctly if you disable cookies. By continuing to use this site, you consent to our use of cookies in accordance with our privacy policy unless you have disabled them.