Although analysts have predicted that social media will continue to have a significantly positive effect on brand awareness and purchase decisions, a new report by Gartner has revealed a growing social media “fatigue” among users of sites like Facebook, Twitter and LinkedIn.
In a survey of some 6296 people in 11 developed countries, Gartner found that almost 25 per cent of respondents use their favourite social media website less than they did when they originally signed up. It seems that they’re concerned about online privacy issues. In the UK, this is especially pertinent since the Press Complaints Commission ruled (BusinessMan 3 March) that postings on social media sites cannot be considered private.
Social media like Facebook, Twitter, google+ and Linkedln Fatigue
Although certain groups have decreased their participation, social media should continue to be a primary marketing tool in retailers’ arsenals, according to Blau. “Retailers should maintain a strong interest in social networking and look for ways to exploit these services to better reach their customers,” he said. “While today’s social networking services are mainly confined to web and mobile apps, those social experiences can be extended to include retail locations, lifestyle services, and related industries such as travel and entertainment services.”
Rebecca, I love the insights and infographics you shared here. Are social networking sites to blame then for this new yuppie flu that seems to affect anyone connected on the Social Web? I’d say ‘yes’ and ‘no’ – yes, because they haven’t made it clear what social networking is all about and no, because no matter which social networking site you use, the sole decision of using them lies on the person. I used to suffer this social media burnout a year ago when I find it too daunting to post updates to my accounts on a daily basis. It just feels like a routine and I feel like some bot posting… until I found my fix and got to my own 80/20 rule: as in 80% conversation and 20% automation. I think there’s nothing wrong with automating some of these non-productive tasks like posting news relevant to your interest or your peers’. In the end, it’s all about saving precious time so you can truly engage, which is why we’re online in the first place.