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What do consumers really think of your brand activity on social media?

Published on Monday, 10th November 2014
Keeping social media honest, legal and effective. Five social media experts will address marketing leaders and practitioners in Bristol on 27 November 2014, on the impact of social media engagement on businesses and brands.

Five social media experts will address marketing leaders and practitioners in Bristol on 27 November 2014, on the impact of social media engagement on businesses and brands.

Unethical practices and manipulation of social media by businesses such as fake reviews, purchasing of ‘likes’ or involvement with click-farms poses a real threat of a brand boycott by consumers.

Findings from a major research study, commissioned by CIM, the world’s leading professional marketing body, on what consumers perceive as acceptable practice on social media channels such as Facebook, Twitter and LinkedIn will be unveiled to delegates. There will be recommendations for businesses on how to improve their social media activities and online engagement with consumers.

Speaker, Steve Woolley, external affairs manager at CIM comments: “In response to the survey findings - we’ve created a voluntary set of standards for business, to help reduce the need for a restrictive or costly legislative response and maintain the integrity and value of social media for consumers and businesses alike. I will take delegates through these ‘Ten Commandments of Keeping Social Honest’ to help them understand how this can be achieved.”

Steve is joined by four fellow experts, who will give valuable insight on social media strategies to ensure brand messages are trusted, effective and measurable. Plus there is a preferential booking rate for Bristol Media members using the code KSH2014 to secure a £20 discount when booking.

Senior lecturer in marketing at Bristol Business School, UWE, Tom Bowden-Green will examine why 66% of UK internet users have a social media profile*. Tom explains: “What motivates us to share ideas on Twitter or post photos on Facebook? If we can understand this, it helps marketers to be more effective. I will also examine current trends in the use of social media and discuss creative ways of using social media persuasively as a marketer.”

Bath based, digital strategist, Roger Jones at Actionable Insight will examine key metrics and what we can find out about brands and customers using a perfectly legal set of social media measurement tools that will improve social media performance, produce tangible results and help you analyse your competitors.

Daira Moynihan, operations manager – investigations at The Advertising Standards Authority (ASA) will provide useful instruction to marketers on how to use social media effectively while remaining compliant with the Codes.

Finally, delegates will hear from Anna Slingo social media manager at Met Office, Anna will explain how the world-leading weather and climate service has implemented its social media strategy, the lessons it has learnt along the way and its impact on the organisation.

The half-day event organised by CIM, will be held at Bristol Aquarium on 27 November from 3.30pm-8pm. Costs start from £45. To find out more visit: http://www.cim.co.uk/64374 or call 01628 427120.

RESEARCH FINDINGS 

Top-line findings from the CIM study, carried out by YouGov, revealed that:

  • One in five consumers has experienced brands behaving unethically online.
  • More than half (54%) of consumers don’t believe there is enough regulation governing communications, advertising and branded content across social media platforms.
  • The creation of ‘fake’ accounts for leaving positive reviews or comments was considered the most ethically questionable for users.
  • 47% of consumers said they’d be very likely to change their purchase behaviour or boycott a brand or business if they were found to be manipulating social media.

For further information on CIM’s ‘Keep Social Honest’ campaign visit www.keepsocialhonest.com