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.

PR Biz Update PR Agency News PR People Marketing Trends
Brand engagement, brand promotions, Carles Bonfill, consumer participation, Easypromos, Marketing, online sweepstakes, photo contest, Pr, promotional prizes, Public relations, social media promotions, thinking beyond the brand
Thinking Beyond the Brand: New Study Reveals 93% of Respondents Say Prizes Are Important Factors in Brand Engagement

Social media promotions firm Easypromos this week announced the results of...

Bitglass, bring-your-own device, BYOD, BYOD risk-control measures, BYOD security, data leakage, data protection, device encryption, Marketing, Nat Kausik, Pr, Public relations, sensitive corporate information
Embracing BYOD: Initiative Is Supported in More Than 70% of Companies That Are Driven by Need for Increased Productivity

Data protection firm Bitglass this week released the results of its...

connected devices, consumer behavior, consumer data, Marketing, marketing challenge, Omnichannel outreach, Pr, PR challenge, programmatic marketing, Public relations, Robert Jones, Rocket Fuel, targeted ads, targeting consumers
Connected Device Ownership Presents a New Challenge for PR and Marketing Pros—Engaging Targets On the Right Device

Consumers Are Now More Willing to Trade Data for More Targeted...

Thought Leaders On Deadline
Anurag Gupta, content competitors, Content marketing, content planning, content promotion, content relevance, Marketing, Marketing plan, online marketer, Pr, Public relations, Target audience, WeblinkIndia.net
Follow This Foolproof Plan for Quick Content Marketing Success

By Anurag Gupta, Content Team Leader, WeblinkIndia.net Let’s face it—just about...

Bulldog Awards, Bulldog Reporter, Cause marketing, Marketing, MediaMiser, not-for-profit communicators, Pr, PR awards, Public relations, reaching influencers, story-sharing tips, Whitney Zelmer
6 Story-Sharing Tips for Not-for-Profit Communicators

By Whitney Zelmer, Award & Marketing Coordinator, Bulldog Reporter Today’s not-for-profit...

2016 candidates, behavioral science, Courtney Lukitsch, Gotham PR, Marketing, Pr, PR industry, PR pros, PR science, PR trends, psychographics, Public opinion, Public relations, science research
PR, Science and Politics: How Psychographics Impact Public Relations

By Courtney Lukitsch, Founder and Principal, Gotham PR With current and...