Almost half of consumers welcome social media marketing messages from brands they follow, according to a newly-released survey conducted by Vanson Bourne on behalf of Pitney Bowes Software. But, that response evaporates when removing the like or follow relationship: just 18% of consumers welcome messages from brands they don’t follow. Similarly, while only about 1 in 5 consumers who follow a brand find its social media marketing messages annoying, that jumps to 40% among those who don’t follow the brand.
The study – “Social Media: Contrasting the Marketing and Consumer Perspectives” – surveyed 300 senior marketing decision-makers working in B2C companies across the UK, France, Germany, Australia, and the US, as well as 3,000 adult consumers from the same markets. In comparing how marketers use social media messaging, and what consumers find useful, the study uncovers significant misalignments. Read the rest at MarketingCharts.