12 July 2011 | Author: C. Tate
Speaking at the Social Media Marketing and iCommerce Summit in Monte Carlo, Colis said each network had its own culture and marketers failed to recognise this. Therefore, these brands simply pump the same messages across Facebook and Twitter in an 'anti-social' manner.
Solis said the sheer volume of branded messages currently on networks risks alienating users. Like "banner blindness" - where users tuned out banner ads, therefore disrupting online marketing - the volume of marketing noise on social media platforms puts brands at risk of creating "social blindness."
"There is a gap between what consumers want from social networks and what brands think they want. As the IBM survey revealed earlier this year, consumers want discounts and special offers, while marketers think they want to build a community," Solis said.
According to Solis, social networking is moving away from being driven by the "social graph" - i.e. users' connections with family and friends - to that of an "interest graph," where the majority of consumers connect to people they don't know outside of the networks, but who shared the same hobbies and interests as them.
Solis also discussed what he calls "Likeanomics" and the large amount of companies attempting to value Facebook fans. He produced research showing that Facebook fans spent on average $72 (£45) a year more than non-Facebook fans.
"You can measure the value of your fans once you have found ways to measure the value of their activity," he said.
"Social media works. It makes people spend more money - it makes people connect to more consumers. It can't just be about a conversation - it has to be about value and desired outcomes."
Brands failing to connect on social networks, expert says
Brian Solis, a principal at the research group Altimeter, believes brands are often guilty of 'anti-social behaviour' when marketing themselves on social networks such as Facebook and Twitter.Speaking at the Social Media Marketing and iCommerce Summit in Monte Carlo, Colis said each network had its own culture and marketers failed to recognise this. Therefore, these brands simply pump the same messages across Facebook and Twitter in an 'anti-social' manner.
Solis said the sheer volume of branded messages currently on networks risks alienating users. Like "banner blindness" - where users tuned out banner ads, therefore disrupting online marketing - the volume of marketing noise on social media platforms puts brands at risk of creating "social blindness."
"There is a gap between what consumers want from social networks and what brands think they want. As the IBM survey revealed earlier this year, consumers want discounts and special offers, while marketers think they want to build a community," Solis said.
According to Solis, social networking is moving away from being driven by the "social graph" - i.e. users' connections with family and friends - to that of an "interest graph," where the majority of consumers connect to people they don't know outside of the networks, but who shared the same hobbies and interests as them.
Solis also discussed what he calls "Likeanomics" and the large amount of companies attempting to value Facebook fans. He produced research showing that Facebook fans spent on average $72 (£45) a year more than non-Facebook fans.
"You can measure the value of your fans once you have found ways to measure the value of their activity," he said.
"Social media works. It makes people spend more money - it makes people connect to more consumers. It can't just be about a conversation - it has to be about value and desired outcomes."
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