Every day, brand marketers rely on the power of social media to engage directly with their consumers — but now that rewarding connection is at risk. With people’s trust in social media at only 41 percent globally*, consumers are now expecting brands to help fix the problems plaguing social media.
The 2018 Edelman Trust Barometer Special Report: Brands and Social Media, a nine-country study, reveals that a vast majority of consumers around the world want brands to pressure social media platforms to more effectively:
Roughly half of the study’s 9000 respondents see brands as complicit in other social media ills:
These concerns are causing consumers to call into question commonplace data-based marketing techniques:
Four in 10 consumers say they are unlikely to become emotionally attached to a brand unless they are interacting via social media. But they want a better deal for their data. Brands must act to address data privacy concerns, create trusted content, and join forces with regulators, platforms and consumers to restore trust in the social media ecosystem.
*Source: 2018 Edelman Trust Barometer Global Report