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SOCIAL MEDIA NEWS: Brands must work harder to engage on social networks

New research from YouGov has revealed that brand engagement opportunities on social networks is not as positive as first thought.

Although the uptake of social media platforms such as LinkedIn, YouTube, Facebook and Twitter remains high, users are demanding more, with two in five participants claiming to be ‘getting bored’ with social media.

The survey of 1275 British social media users found that just under half of respondents would not be positive about a product their ‘friends’ have followed and/or ‘liked’, with 43 per cent saying they are unlikely to talk about a brand on social media sites. In addition, just over half of participants revealed that they ‘do mind’ seeing ads on social networks that are based on their profile activities.

Dan Brilot, media consulting director at YouGov, says, “It appears that while social media can be a key tool in the brand marketer’s armoury, in particular to maximise commitment among those already highly engaged with the brand, it has not quite reached the effectiveness necessary to be considered as a truly mass media marketing tool.”