Brands Struggle In Social Media, Data Shows Sobering Stats

6 in 10 users don’t follow or like any brands on any social networks.
— Insites Consulting

78.6% don’t like any brands on Facebook.
— Econsultancy

75% don’t follow any brands on Twitter. Of those users who do follow brands, 64% only follow between one and four.
— Constant Contact

53% of active adult social network users follow a brand. 78% of consumers who “Like” brands on Facebook said they “Like” fewer than ten brands.
— Constant Contact

57.8% of US Facebook users had not mentioned a single brand in their status updates as of October 2011. 61.3% of Twitter users saying they have not tweeted about a brand.
— eMarketer

Only 16% expect companies to use social media to interact with them. 46% of kids, ages 12 to 17, told Forrester in a recent survey that they don’t expect companies to have a presence using social tools.
— Forrester

25% disagree that Likes mean that they are fans or advocates of the brand. Only 42% of consumers agreed that marketers could interpret a Like as such.
— Exact Target

1% of fans of the biggest brands on Facebook engage with the brands on the site.
— Ehrenberg-Bass Institute

71% of consumers report being more selective about “liking” a company on Facebook than they were last year.
–Exact Target

64% said they hate when they are targeted via their social network profiles.
— Insight Strategy Group

58% find marketing via social media to be invasive.
— Insight Strategy Group

60% find it annoying when brands communicate with them via Facebook or Twitter.
— Insight Strategy Group

39% of Facebook users do not interpret their own “likes” of a company to equate to permission for that company to deliver marketing messages to the news feed.
— Exact Target

81% of consumers have either “unliked” or removed a company’s posts from their Facebook news feed.
— Exact Target

58% of respondents indicated that they liked or followed brands in order to receive special news and deals.
— Insight Strategy Group

Over 50% of people feel overwhelmed by brand messages on social media. 75% of people think one or two Facebook messages a day is too much to receive from a brand.
— Content & Motion

39% of Facebook users do not interpret their own “likes” of a company to equate to permission for that company to deliver marketing messages to the news feed.
— Exact Target

57.8% of US Facebook users had not mentioned a single brand in their status updates as of October 2011. 61.3% of Twitter users saying they have not tweeted about a brand.
— eMarketer

58% of consumers have never had any conversation ever with a brand via a social network.
— InSites Consulting

Only 5% of consumers see social media as an appropriate channel for financial conversations, and some 60% said they wouldn’t use Twitter, Facebook or similar sites to resolve customer service issues in banking.
— BT and Avaya

Only 18% this social networking sites are a good source of word-of-mouth information on brand experiences.
— Jack Morton Worldwide

One in five think pushing “Like” buttons for brands is silly.
— Jack Morton Worldwide

40% of people feel that brand promos are too complex to enter. 20% feel that incentives are not worth the effort.
— Content & Motion

Not following any brands in social media:
46% Ages 15-17
26% Ages 18-24
24% Ages 25-34
26% Ages 35-44
38% Ages 45-54
55% Ages 55-64
69% Ages 65+
— Brian Solis

59% of consumers do not connect with their favorite brands through any social media channel.
— Exact Target

71% of consumers report being more selective about “liking” a company on Facebook than they were last year.
— Exact Target

Only 42% of Facebook users agree that marketers should interpret “Like” to mean they are a fan or advocate of the company.
— Exact Target

78% of consumers who “Like” brands on Facebook said they “Like” fewer than ten brands.
— Constant Contact

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