On an average day, most people dedicate a few hours towards managing their social media accounts; catching up with friends on Facebook, responding to tweets on Twitter, or searching for new recipe ideas on Pinterest are a normal part of many people’s lives. Even businesses dedicate time and resources into managing these accounts and addressing negative commentary. With such a variety of social media outlets, are people reaching a point of fatigue?
Social Media Revolution
Social media first came onto the scene as a means for personal communication and networking, but it has also become an integral part of professional advertising strategies. Within only 10 years, social media transformed the way companies approach their marketing strategies and became a fundamental platform to reach customers.
With so many different outlets, businesses had an entirely new method to engage potential customers in a very affordable manner. Branding efforts seek new connections and with the amount of time the average person spends online, companies can more effectively find and reach their target audiences. Nearly every major corporation and countless small business have recognized the value of social media and maintain several different accounts. Now that social media has integrated into professional marketing, the initial excitement is starting to wane and some customers are choosing to disconnect due to information overload.
Social Media Fatigue
The proliferation of both personal and professional networks has led some users to feel overwhelmed and grow tired of managing all their accounts. With the constant updates from friends changing their statuses, the drama created by online feuds, the cesspool of insults that are generated in a single day, and prospective employers browsing profiles of candidates, it is understandable that some people want to disconnect. According to a recent study conducted by Pew Research Center’s Pew Internet & American Life Project, 61% of Facebook users claimed they have deactivated their accounts or taken reprieves from social media. The reasons provided ranged from the amount of time required to manage their accounts to the drama. Furthermore, the study indicated that 38% of Facebook users planned to reduce the amount of time they dedicated to their account.
This fatigue is frightening for companies who have invested substantial time and efforts to develop social media networks and their online presence. If this trend increases, these businesses will have to amend their marketing strategies yet again to meet changing market demands. The most active companies within social networks would face large financial losses in their investments and lose contact with significant numbers of potential customers.
Back to the Basics
The results from the Pew study do provide some good news to advertisers; only 4% of people faulted spam or ads for their disillusionment with social media. Despite their reasons, any person choosing to disengage from social media means one less person who is likely to encounter your brand. Overall, this trend would have minimal impact on sales, but it is still important to adopt a multichannel marketing strategy to reach potential customers outside the sphere of social media.
The inundation of targeted ads, email promotions, and mobile messages means customers often ignore or delete these messages. The probability of connecting with consumers is greatly decreased since they have become desensitized to this approach. Even though they may be weary of social media, they are still active in human networks. Online marketing lacks the authenticity and appeal generated through personal testimony and word-of-mouth recommendations. Continue to expand public awareness of your brand and services through traditional means. Excellent customer service and satisfaction are vital to a company’s reputation and also play an important part in attracting customers.