It’s a natural thing to do. We work in an industry that constantly harps on the magic of social media as a marketing and promotion tool. In many ways it is. What is interesting is to watch, however, is the near manic push that purveyors of social media marketing make to be everything to everyone and to be everywhere.
Like most things in this life, it’s often best to take a step or two back to look at the reality as opposed to be swept away by the hype. That’s what a recent study by Pitney Bowes Software and reported by eMarketer of Internet activities in the UK, France, Germany, Australia and the US might help people to see (if they choose to believe it, of course).
To be fair, it could simply be that people have identified that their particular market is on a particular social site. How many times though have you seen someone using Twitter for business and then asking the question “I don’t know if this is worth it. No one seems to be here that would ant my stuff.” Hence the need for a little look around to see if you should even be on a social network because the effort and resources required might be better utilized somewhere else. It ain’t cheap or easy to do social media correctly. That’s something we can all agree on.
The other side of this argument is something that was studied by a company called Mediabrix. This element is the part that should make social media marketers at least take notice. You see, not everyone appreciates being advertised to on social networks. In fact, some have figured out that they would like to hold a grudge against brands trying to interfere with their exchange of kitten videos.
Even worse, MediaBrix found that 72% of those who felt they had been duped by a Sponsored Story either felt the same way or worse about the brand afterwards; 62% of those feeling mislead by a Promoted Tweet said the same.
Here is some more data from that study.
If it looks like content it better be content.
Does this impact your thinking at all about how social media should be used for advertising? Do you feel that this data is anchored in reality for your business or do you see it differently?
Let us know in the comments. Have a nice Monday.