Brands must beware social networks

by Hayley Pinkerfield, Revolution UK 18-Jul-07, 12:20

LONDON - Negative comments posted on social networks put off one in two consumers, according to new research by search agency Tamar.

While most consumers (60 per cent) are willing to interact with brands on social networks, there are potential downsides of negative content. More than half (52 per cent) of customers are put off by negative comments posted on forums and social networks. Men were more likely to take negative comments seriously, with 59 per cent saying they would be affected compared to 47 per cent of women.

Lorraine Homer, media relations manager, McDonald’s, said that forums can help brands rebuild customer trust and confidence by tackling misconceptions head on. McDonald’s online forum, www.makeupyourownmind.co.uk has fielded 7,000 questions from 350,000 users since its launch.

“There is a gap between the quality of McDonald’s food and public perception. The idea of this site is for questions to be answered honestly by the McDonald’s team, building trust through interaction,” she said.

“We knew that negative thoughts were out there, but it’s more damaging to leave them unaddressed. We chose to address these issues face on and set the record straight.”

The 2007 Social Media for Brands report identified travel brands as most at risk from negative user-generated comments, with 58 per cent saying that negative comments would cause them to abandon a purchase.

The study also found a clear correlation between age and social networking, with usage peaking amongst 18-20-year-olds where 80 per cent are actively engaged.