Brands are throwing a lot of money in social media, without really measuring the RoI on the new found media. But a research by TNS suggests few interesting findings.
As per the research, 57% of people in developed markets do not want to engage with brands via social media – rising to 60 per cent in the US and 61 per cent in the UK. Instead, misguided digital strategies are generating mountains of digital waste, from friendless Facebook accounts to blogs no one reads. This is being combined with ever-increasing content produced by consumers – the study shows 47 per cent of global digital consumers now comment about brands online. It is as high as 63 per cent in case of Indian consumers.
The result is huge volumes of noise, which is polluting the digital world and making it harder for brands to be heard – presenting a major challenge for businesses trying to enter into dialogue with consumers online.
Findings (link) showed that globally more people like to praise than complain online (13 per cent vs 10 per cent), which is a similar trend in India as well (12 per cent vs 11 per cent), though this is highly debatable.
What’s important is that 63% of Indian consumers are driven to engage with brands online by a promotion or special offer – i.e. incentive driven.