Consumers not interested in following brands on social media sites

Research suggests social marketing isn't having much impact on shoppers

Just nine per cent of consumers are following brands on social media and just six per cent are using social networks to make a purchase, according to findings from consumer research firm Shoppercentric.

Meanwhile, 37 per cent of respondents said that they didn't see the point of brands using social media at all, and 18 per cent said the same of retailers.

However, despite these findings there are opportunities for businesses to capitalise on the growing role of social media, according to Danielle Pinnington, managing director at Shoppercentric.

"People are interested in what brands have to say, assuming the brand delivers something consistent with the fact they're in a social space," she said.

"Part of the issue is that shoppers don't go on Facebook to find out what brands are on there. They go onto Facebook to talk with friends and brands need to interrupt that space to be noticed."

She added that brands can get noticed by getting themselves onto Facebook's sponsored panel and making it clear in their marketing messages that they have a Facebook page.