High Demand from Consumers For Honesty and Ethics; Twitter Now De Riguer, But What About Other Channels?


The number of active brands on Instagram is rising, along with user engagement, according to a recent study by Simply Measured. In February 2011 less than 10% of brands had adopted Instagram, and engagement on the network was relatively flat. But in the last two and half years both adoption of Instagram and user engagement have rapidly accelerated, with the top 100 global brands seeing engagement grow by 350% in just the last year.

The number of active brands on Instagram is rising, along with user engagement, according to a recent study by Simply Measured. In February 2011 less than 10% of brands had adopted Instagram, and engagement on the network was relatively flat. But in the last two and half years both adoption of Instagram and user engagement have rapidly accelerated, with the top 100 global brands seeing engagement grow by 350% in just the last year.

 

Perhaps Consumers

Can Handle the Truth: More than two-thirds of consumers in the U.S., UK and China place a high value on honesty and transparency, according to a recent Cohn & Wolfe study.

The study, which garnered responses from 3,000 adults across the three countries, found that ethics is nearly on level playing field with price and quality.

 

The report also revealed the following:

 

• More than one-third of consumers (37%) in all three countries said they believe that company disclosures are done for legal reasons, as opposed to ethical reasons, while 22% said they think companies only divulge information that makes them look good.

 

• Nearly two-thirds of global consumers (61%) said they believe it’s important that companies reflect their personal values.

 

• About 14% of the respondents said they believe that brands intentionally lack transparency in order to increase their bottom line.

 

• Chinese consumers are the most demanding of businesses. So much, in fact, that they value transparency more than price.

• Half of all respondents said they would stop buying a product or service if they found the company did not reflect their personal values.

 

Source: Cohn & Wolfe

Brands Go Beyond

Their Twitter Handle: Although 83% of the top 100 brands have secured an eponymous Twitter handle, some brands attract more followers with some of their alternative handles, per recent study.

FairWinds, which provides domain name consulting and digital strategy, examined the top 100 brands and how they manage their Twitter activity.

 

• Only 15% of the companies surveyed don’t have an eponymous Twitter handle, but still have a presence on the social network.

• Just one brand ( Hermes) out of the top 100 doesn’t have a Twitter presence whatsoever.

 

• Two-thirds of the brands tweet daily or at least twice a week.

 

• Some brands with alternative handles have larger followings on those channels. That’s because those handles are more customized to a specific user. PRN

Source: FairWinds

This article appeared in the November 4 issue of PR News. Subscribe to PR News today to receive weekly comprehensive coverage of the most fundamental PR topics from visual storytelling to crisis management to media training.




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