Marketers 'not using social media'

Big name brands are not using micro-blogging site Twitter for search marketing or online direct marketing, according to a survey published yesterday (December 9th).
The survey by New Media Age magazine reveals that 74 per cent of the 500 super-brands questioned have no presence on Twitter at all.

Of the 130 that do use the micro-blogging site, less than half tweet daily, the survey also revealed.

Jason Falls, a social media consultant and blogger on socialmediaexplorer.com, said that brands should use social media to communicate on a more personal level with their customers.

"Marketers have forgotten how to have conversations with consumers because they´ve been taught for decades to yell at them," he said.

He added that consumers are "rejecting that approach", leaving many marketers confused about how to connect with customers.

Mr Falls also said that marketers were terrified of not making strong short-term returns on social media investment, but he warned businesses that "quality always loses to quantity when you´re looking at quarter-to-quarter gains".
© Equi=Media Ltd