Page 8 - AeM_Feb_2019

RESEARCH, ANALYSIS & TRENDS

Confidence in social media is at an

alarmingly low level

From a consumer perspective, companies have what it Increasing age in social networks is good
takes to save social media from the crisis of confidence. news
They see companies in a position to leverage their
influence by compulsory heckling with the big social Clearly, the image of students celebrating their
media platforms.
omnipresence on the Web with selfies tricks the gaze
on the fact that social networks are now being used by
Consumers expect companies to show almost all generations. For example, 80% of 35- to 44-
some backbone year-olds worldwide are registered on Facebook,
followed by the age group 45-54 years (76%) and the
If companies fail to do this, it will have negative 55-64-year-olds (69%). Especially for B2B businesses,
consequences for social media platforms and the increasing age in social networks is good news,
businesses, Edelman emphasized already in its Trust because it is very likely that a potential negotiating
Barometer Report 2018 that consumers and businesses partner is also active on social networks. Used
are emotionally involved in social media. The point here sensibly, social media can expand the customer base
is that consumers expect mainly from companies to fight and generate revenue.
fake news and protect them against inappropriate
content. Quality beats quantity

Marketing departments are especially sought after if they Of course, social media should not be considered a
want to (re)gain consumer confidence in social networks miracle tool that can be used to generate leads
and as usual trusted content remains king: the quality of immediately. It's always hard to get started and so it is
image and text is just as important as the source of with performing in social networks. On the other hand,
information from experts. Businesses use social media the advantages clearly outweigh, mainly due to the
platforms today as a tool to generate new customers and mostly free use of the networks.
polish their image, but there is often uncertainty when
dealing with these networks.

8 February 2019 - Strategic Social Media, Influencer Marketing & Paid Media