STUDY: CONSUMERS VIEW SOCIAL NETWORKS AS INVASIVE, BUT LONG-TIME NETWORKERS ARE MORE LIKELY YOU FOLLOW A BRAND

Marketers often tout social media as a channel that allows them to reach consumers with messages seamlessly tailored to their interests and social interactions. But nearly two-thirds (64%) of people say they “hate” when a company targets them through their social networking profile, and 58% agree that social media marketing is invasive, according to a new study.

At the same time, findings from Insight Strategy Group showed a majority of those surveyed (55%) believe social networking sites are the best way to give a company feedback and that posting about a product or service on a social site can have a strong impact on a brand.

In short, people like being able to provide feedback to marketers via social media -- but they don’t necessarily want to be followed by them.

The series of privacy controversies Facebook has run into over the years, culminating in its consent decree with the Federal Trade Commission in November, underscore public concerns with how personal data is shared on the world’s largest social network. Among other things, the settlement allows users to opt into changes with how their information is shared with advertisers and others.

The Insight Strategy study suggests people who have more experience social networking online are more comfortable interacting with companies.

• 62% of those who have been using social sites for more than eight years are following brands, but.. 
• 46% of those on social networks for only three to four years, and 20% using them for less than a year.

Overall, more than half (54%) of people say they like it when a company has a page or feed on a social networking site. Not surprisingly, incentives help attract consumers. The most common reason for following a brand on social networks is to get special news and deals, cited by 58% of respondents.

While social networks have made it easier to keep up with friends and create stronger ties to more people, they also require users to “manage” their online interactions more than in the physical world, given the lack of context.

• 51% say Facebook doesn’t capture the “real me.” 
• 64% disagree you can learn more about someone online than you can in person.

That is, in part, because people try to project more air-brushed versions of their lives on social networks.

• 55% share good news on Facebook 
• 26% shared bad news. 
• 60% of people sharing both good and bad news in person. 

Uncertainty about who is reading social network posts led people to be more guarded in online conversations.

• 53% say it’s not clear who can see a comment or post on Facebook 
• 64% “hate” that the world can know so much about them through their online profile without knowing them in person.

The research also underscores generational differences among Facebook users.

• 50% of those 18 to 34 prefer to communicate via the social networking site rather than through email.  
• 23% of people aged 35 to 64. 
• 43% overall believe Facebook is improving all the time. 
• 46% say it will be replaced by a new social networking site.

In that vein, 40% of people using social networks for more than eight years believe Google+ is the future of social networking, believing it won’t make the same mistakes as Facebook. Google confirmed last week the company’s social networking service had hit 90 million users worldwide, double its size three months earlier. Facebook has more than 800 million users globally.

COMMENTARY:   Social network sites like Facebook, Twitter, Google+ and MySpace are like living in a bad relationship.  People always find a way to hang around in a bad relationship like they do on Facebook.  They just can't seem to let go.  

We all hate being targeted on social networks.   My advice, don't give Facebook the right information so they can't target you.  Don't click that "Like" button no matter how much you like something, and don't say anything about a brand in your news stream.  Silence is the key.  

I am probably in the minority, having weened myself off of Facebook when Twitter came on the scene.  I am also an active Google+ member.  I like the minimalist, simple and "more social" user interface.  Facebook has become bloated, too crowded with content, tabs, ads, so YES, it's very invasive.  On the positive side, all three social networks have driven substantial traffic to my blog, and I appreciate that.  

You can't even delete your Facebook account without doing some major hunting.    Zuck makes sure you never really leave.  He owns all your data, including your friends list, and won't let go. He keeps you from transferring any of it to another social network. Ahh, such jealousies. 

Courtesy of an article dated January 24, 2012 appearing in MediaPost Publications Online Media Daily

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