Most organisations recognise the potential and importance of social media but lack the organisational support
and confidence to make the most of the medium.
This is one of the findings of a global qualitative study of companies carried out by Firefly Millward Brown.
Too many businesses, it says, either avoid social media strategy altogether or else jump in without fully understanding the impact it can have on their brand.
As part of the research, hundreds of consumers were also interviewed about their attitudes to businesses with a presence on social media sites.
Respondents revealed their dislike of brands and companies that “talk at them” via social media, calling for brands to be more relevant, more transparent and to behave more like a friend than a company.
"Consumers dislike gimmicks and want companies to be honest about their products and services, warts and all. Many of the people we interviewed commented on wanting brands to have a 'human face',” said Rob Hernandez, Global Brand Director at Firefly Millward Brown.
“Consumers' biggest fear is that marketers will turn social media from a community into a marketplace,” he added.
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