eMarketer believes the conversation about social and TV will change. For buyers who want the best way to reach their audience, the growing video businesses of Facebook, Instagram, Twitter and Snapchat now present a viable alternative to TV. Really? Even as more and more data indicates consumers don’t want marketers in their social media?
All over the Internet you’re sure to find free reports, charts and graphs along with online media organizations trying to sell you research reports. While some of these reports aren’t bad too many have holes big enough to drive a truck through.
Forrester, the respected market research company, has a history of releasing reports that cast Facebook in a bad light in the eyes of advertisers. Forrester’s Nate Elliott says Facebook’s move to continue to chop down the organic reach of brands’ Facebook posts and the fact that marketers continue to be dissatisfied with the performance of their Facebook Pages point to the fact that brands “don’t actually have social relationships with their customers.” He adds that it is time for marketers — who have been wasting “significant financial, technological, and human resources on social networks that don’t deliver value” (which also includes Twitter, in this report) — to explore new techniques such as using smaller social networks (which are less cluttered than Facebook and Twitter because they currently have fewer users and advertisers clogging up the News Feed and by adding social relationship tools to their own websites. Should you listen to Forresers advice?