An upcoming study from Web-content and customer-experience-management provider Kentico Software highlighted some of the challenges faced by brands on Facebook and other social networks, as its survey of more than 300 adults aged 18 and up found that the majority of them usually ignore posts by brands.
Kentico found that 68 percent of respondents “never” or “hardly ever” pay attention to brands’ posts on Facebook, Twitter, and Instagram, yet only 5 percent of that group unliked or unfollowed brands on those social networks.
Other findings by Kentico included:
- 72 percent of respondents said they never or hardly ever purchase products they learn about on social networks, but 35 percent will do so based on recommendations from prior search or purchase histories.
- 73 percent of respondents said they never or hard ever experience online brand encounters that affect their perceptions of those brands.
- 40 percent of respondents do not like brands on Facebook at all, while 39 percent said they liked one to 10, 7 percent said they liked 11 to 20, and 6 percent said they liked 21 to 30.
- Of those who like brands on Facebook, 39 percent did so in order to receive special offers, while 12 percent did so due to recommendations from friends, and just 8 percent were seeking more information.
- The most common reasons for unliking or unfollowing brands were uninteresting posts (32 percent) and too many posts (28 percent).
Kentico Founder and CEO Petr Palas said in a release announcing the findings:
While our latest Digital Experience Survey may be bad news to some, it only reinforces our notion that the social media efforts of a company need to be measured by community engagement, rather than likes or follows. Equally critical is content that is compelling and personalized whenever possible to maintain the interest of people who may have become somewhat impervious to the constant bombardment of various marketing messages today.
Readers: What did you think of Kentico’s findings?
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