For Brands, Sometimes Social Lurking Is Best: New NetBase Survey Reveals Consumers Don't Want Brands Listening to Social Media Conversations Unless Spoken To

NetBase, a social intelligence company, recently released a new survey revealing the conflicting consumer awareness and attitudes about social media listening. The survey of 1,062 U.S. adult consumers, ages 18-55+, conducted by the J.D. Power Panel, found that while 51 percent of consumers want to talk about companies without being listened to, 58 percent want companies to respond to their complaints shared on social media. The findings are included in an e-book titled, "Social Listening vs. Digital Privacy, a Consumer Study: Your Practical Guide for How to Engage Consumers Based on Their Attitude Toward Privacy."

According to Altimeter Group, 42 percent of companies have social media listening as a top three priority in 2013, but digital marketers must also consider the consumer perception toward this business strategy. Specifically, the NetBase survey found:

  • 32 percent of consumers of all ages and 38 percent of Millennials (18-24-year-olds) have no idea companies are listening to what they say in social media.
  • 43 percent of consumers think listening online intrudes on privacy, even though this is "social" media. Boomers put up the biggest fight (36 percent said they don't want brands listening to what they say about brands online), while only 17 percent of Millennials said the same).
  • At least 20 percent of each age group (and 25 percent of 18-24-year-olds) don't yet know how they feel about brands listening.
  • Nevertheless, 48 percent say companies should listen to improve products and nearly 58 percent want companies to respond to complaints.

"It's really important that marketers consider these findings when developing social media strategies," said Lisa Joy Rosner, CMO of NetBase, in a news release. "The companies that take the time to understand what customers are saying, and engage in a way that considers context and builds relationships, are the ones that will benefit from social listening and engagement."

To learn more about the survey findings, download the e-book here or view the corresponding infographic and slides.

We've updated our Privacy Policy. Read the updated policy →

PR Biz Update PR Agency News PR People Marketing Trends
APCO Worldwide, association communications, association efficacy, association influence, association sophistication, effective associations, Marketing, Pr, public policy advocate, Public relations, TradeMarks Study, Washington influence
New APCO Trademarks Study Shows How Associations Are Successfully Exerting Influence in Washington Today

APCO Worldwide recently released the third update to its annual TradeMarks...

employee connectivity, employee data usage, IPass, Marketing, mobile connectivity, mobile professionals, mobile workforce, Patricia Hume, Pr, Public relations, remote employees, Rethink Technology Research, working on the go
The True Cost of a Mobile Workforce: Companies Spend Nearly $3B Annually on Mobile Connectivity for Employees

North American and European businesses are incurring costs of at least...

Advertising account executive, career planning, CareerCast, comms careers, glamorous professions, high turnover professions, Marketing, overrated professions, Pr, PR executive, Public relations, stressful jobs, underrated professions
Communications Shakedown: PR Exec & Ad Account Exec Among Most Overrated Jobs, Says New Study

Overrated Occupations Are Highly Stressful, with High Turnover Rates When it...

Thought Leaders On Deadline
data science, Marketing, Marketing Evolution, marketing industry, marketing qualifications, marketing skills, Pr, Public relations, Ryan McCready, skills gap, Venngage
Marketing Skills 2016: Are You Qualified to Be Hired?

By Ryan McCready, Data Scientist, Venngage If you were looking for...

Alexa Lemzy, brand marketing, Email marketing, Marketing, marketing budgets, marketing channels, marketing priorities, mobile integration, Mobile marketing, Pr, Public relations, SMS marketing, text marketing, TextMagic
Marketers Need to Make SMS and Email Play Nice Together—Here’s Why And How

By Alexa Lemzy, Customer Support & Content Manager, TextMagic Mobile is...

client relationships, communications messaging, communications relationships, Gotham PR, internal relationships, Lindsay Cosner, Marketing, Pr, PR ingenuity, Public relations, startup communications
The Two Pillars of Successful Startup Communications

By Lindsay Cosner, Account Supervisor, Gotham PR One might say we...