Digital Media published an article recently written by B&T writers based on a study by Light Speed Research that said Australians and Japanese were more resistant to overtures from brands on social networks.
This was in contrast to their peers in India and China who were more likely to have their opinions of a brand improved if they were engaged via social media channels.
Aussies and Japanese, it seems, are far more sceptical of social media efforts such as brand-created online videos and sponsored content, but were far more receptive to having conversations directly with bloggers about their products and services.
Anything that even carries the merest scent of ‘a sell’ is regarded unfavourably as customers seek proper interaction and engagement rather than a sales pitch dressed as ‘entertainment.’ Unsolicited engagement from companies in particular was viewed quite negatively with just 7% of Australian respondents and 9% of Japanese having a positive view of a brand befriending them on a social network.
What this means is that getting social media right is not a case of signing up and friend requesting every potential customer you can find. It’s about leveraging these networks to start a relationship with them.
Just like making friends offline, you need to find some common ground and then gain their trust and respect by being a good citizen, not by being a shark.
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