Too many brands fail to integrate their social media strategy with real business objectives and therefore waste money and may actually alienate potential customers.
TNS, a Kantar company, released its Digital Life study Thursday, a comprehensive view of how more than 72,000 consumers in 60 countries behave online and why they do what they do. The study found 57% of consumers in developed worlds do not want to engage with brands via social media.
“Consumers want brands to do more than just sell them stuff… But at the same time, if brands are going to have conversations with consumers, they need to bring more than just marketing packages, they need to actually have a value exchange.†– Matthew Froggatt, Chief Development Officer for TNS
The Three Mistakes brands make
- Undertaking activity online without clear objectives and business alignment.
- Overlooking the core brand idea when they plan online activity.
- Failing to understand the difference between engagement and interruption.
Read more details on this study, and tips for your brands social media strategy at The Wall Street Journal.
Tags: brand, branding, Social media, Social Media Marketing
