55 Percent of Consumers Don't See the Point of 'Friending' a Brand

Here’s an interesting one we missed from last week: consumers (especially those in Western countries) don’t really see the benefits of “friending” your client’s brand on social.

The results of a survey performed by WPP agency Geometry Global mostly serve to reinforce what we already know: trade blog listicles aside, people don’t follow brands for witty Twitter commentary. They want free stuff.

Now’s the time to mention the big E word: engagement.

Across the world, 40 percent of respondents said they don’t see the point of following brands.