Study: Over Half of Social Media Marketing Ignored

As many as half of all social media marketing campaigns are going unnoticed globally, according to a new study by TNS, a global research consultancy. In fact, in developed markets, 57% of consumers say they don't want to engage with brands via social media, rising to 60% in the U.S., notes Matthew Froggart, TNS chief development officer. As a result, misguided strategies are creating "digital waste" that pollutes social media channels and makes it even harder for branding efforts to be heard. Froggart advises that, while the study found great potential for brand engagement on social media, companies need to more carefully craft their digital campaigns. For more detail, see http://www.tnsglobal.com/news/news-04A0B352BC1F43A49A27338D6BEDC006.aspx