Social media is ‘not a place to interact with clients’
Friday 25th November 2011
Companies looking to improve their standing in the digital world may be advised to focus more upon B2B email marketing rather than social media, as a recent survey has questioned the effectiveness of the medium.
Last week a study conducted by TNS Global market Research entitled Digital Life showed that the majority of clients are loath to interact with companies using social media, preferring a more traditional method.
In the UK 61 per cent of people have no desire to interact with brands using the medium, while just a quarter in developed markets see social media as a place to generate sales.
Marketing Week’s Mark Ritson said of the results: “But what also emerged from the data was clear evidence of the lack of credibility or engagement that most brands can expect from their forays into social media.”
In contrast to this, recent research conducted by B2B email marketing software firm Constant Contact showed the large majority of small and medium-sized businesses use social media and find Facebook the most effective tool.
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Article source: http://directmarketing.thomsonlocal.com/Win/News-Archive/Marketing-News/?storyId=84609