Brands accused of 'anti-social behaviour' on Facebook and Twitter

Social media: brands failing to connect with consumers
Social media: brands failing to connect with consumers

Marketers are failing to connect with consumers on social networks because they are not adapting their strategies to the culture of individual social networks, according to social media expert Brian Solis.

Speaking at the Social Media Marketing and iCommerce Summit in Monte Carlo, Solis, a principal at research group Altimeter, said that each social network had its own individual culture. Therefore those brands that were simply feeding the same content across Facebook and Twitter were undertaking an "anti-social" marketing strategy.

He warned that the volume of branded messages on social networks such as Facebook risked alienating consumers.

Just as with "banner blindness", where consumers tuned out banner ads had disrupted online marketing, the volume of noise on social media platforms meant brands were at risk of creating "social blindness".

Solis added: "There is a gap between what consumers want from social networks and what brands think they want. As the IBM survey revealed earlier this year, consumers want discounts and special offers, while marketers think they want to build a community."

According to Solis social networks were moving from being driven by the "social graph" – consumers' connections with friends and family – to an "interest graph", where the majority of consumers were connected by people they didn't know, but who shared the same interests.

Solis also touched on "Likeanomics" and the vast range of companies attempting to value Facebook fans. He pointed to research showing that Facebook fans spent an average of $72 (£45) a year more than non-Facebook fans.

He said: "You can measure the value of your fans once you have found ways to measure the value of their activity.

"Social media works. It makes people spend more money – it makes people connect to more consumers. It can’t just be about a conversation – it has to be about value and desired outcomes."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers