Social-Media Users Conflicted Over Brands Listening In


Study Indicates Users Split on Whether Brands Should Listen In on Social Media: The public appears to want it both ways when it comes to brands listening in on its social conversations, according to study released in February by NetBase.

While 51% of consumers want to talk about companies without being listened to, 58% want companies to respond to their complaints shared on social media.

Specifically, the NetBase survey found:

  • 32% of consumers of all ages and 38% of Millennials (18-24-year-olds) had no idea that companies were listening to what they said on social media.

  • 43% of consumers thought listening online intrudes on privacy. Boomers put up the biggest fight (36% said they don’t want brands listening to what they say online), while only 17% of Millennials said the same.

  • At least 20% of each age group (and 25% of 18-24-year-olds) don’t yet know how they feel about brands listening.

  • Nevertheless, 48% said companies should listen to improve products and nearly 58% wanted companies to respond to complaints. PRN

Source: NetBase

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.



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