WSI Social Media Strategies

Due to the fact that social media is currently such a popular topic in the marketing industry, even consumers felt obliged to form an opinion about it.  According to Nielsen, social media accounts for nearly 23% of time spent online in the United States. 

Harris Interactive conducted a survey for the Online Publishers Association (OPA) during April 2010 regarding the ways in which websites are discussed.  Their findings indicated that social media websites were the most talked-about on the internet, ahead of both portal channels and OPA member websites.  The survey included discussions on a wide variety of topics. 

However, it was interesting to learn that all these discussions, no matter in what medium it took place, did in fact not make visitors of social media websites loyal.  It was discovered that internet users expressed the least amount of loyalty towards social media websites when compared with portal channels or OPA member websites.  It also became clear that social media website visitors were not satisfied with what was offered in terms of fulfilling their information and entertainment needs. 

It seems that the findings of OPA correspond with the customer satisfaction report released by ForeSee Results on an annual basis.  This report suggests that one particular social media website, Facebook, is among the most disliked websites on the internet after the many disagreements with its own user community, as well as the many privacy debacles.

It is unfortunate that the negative feelings that exist towards social media websites will inevitably also affect numerous brands that advertise on it.  According to the OPA, only about 8% of internet users were of the opinion that social media advertisers were reputable.  Compare that with the 21% for OPA member websites.  Internet users also felt that advertising on social media websites was less relevant and the businesses that did so were subsequently not held in high regard.

Businesses wishing to advertise their brands should therefore rather shift their focus to non-advertising marketing activities, engaging on the social media user’s terms.  Marketers should keep in mind that even though loyalty to individual social media websites might be low and website users dissatisfied, the activities that have made social media so popular in the first place – to be able to connect with family and friends and share information with them – will still play an important role in the daily lives of millions of internet users and as such continue to provide opportunities for brand engagement.