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Web content and customer experience management provider Kentico Software recently revealed the results of its new Digital Brand Interactions Survey, the latest installment of its ongoing Digital Experience research series. According to the survey, 68% of the general public either never or hardly ever pays attention to what’s posted by the brands they “like” or follow on such social networks as Facebook, Twitter and Instagram, and yet of the same group of respondents, only 5% report unliking or unfollowing these brands.
“While our latest Digital Experience Survey may be bad news to some, it only reinforces our notion that the social media efforts of a company need to be measured by community engagement rather than likes or follows,” said Kentico CEO and founder Petr Palas, in a news release. “Equally critical is content that is compelling and personalized whenever possible to maintain the interest of people who may have become somewhat impervious to the constant bombardment of various marketing messages today.”
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