Search

COMMENTARY
MEDIA & MARKETING | Contributed Content, Singapore
Published: 13 Feb 12
1547 views


Singapore consumers want social media advert free

A majority of consumers are uncomfortable with the amount of commercial messages they see on social networks, a large global survey has found.

About 57 per cent of social network users in developed countries do not want to engage with brands via social media, according to a new study by TNS, a market research firm owned by WPP, that polled 72,000 consumers in 60 countries.

People want everything for free. They believe that they have the right to interact on a commercial platform without being bothered by how it gets paid for. They appear to be at a loss as to why these networks are not set up to be charities!

If you’re a brand spending millions on facebook though you should be worried as this survey does suggest that your money is being wasted on people who don’t want to hear from you and therefore may end up resenting your brand rather than “liking” it.

Even though 47% Social network customers discuss brands and products with their friends on social networks they show more resistance to brand-generated messaging and advertising, the study found.

While anecdotal evidence suggests that people engage less with brands, or “unlike” business pages as they become more savvy users, Facebook and other social media advertising agencies say they see millions of customers voluntarily engaging with brands but usually that is because they are being bribed to do so by free gifts or money off. How many would actually voluntarily do so without that free incentive?

Without sounding at all pompous and out of of touch with reality a facebook spokesperson actually said “People do have strong connections to their favourite grocery store and dry cleaner, and they really do want to connect with these businesses on Facebook,” Are you connected with your dry cleaner and supermarket because you love them or because they are offering you 20% if you do? That’s not having a “strong connection” with the brand. That’s pragmatic money saving. Money doesn’t buy you love…. or “like”.

Interestingly success strangles the monster as people accrue more friends and businesses in their personal networks, it becomes more difficult for brand messages to cut through.

When a business posts to its own facebook page, only 10 to 20 per cent of its fans will see the message, depending on the time of day. I would say it was even less than that who bother to read it and even less who actually do anything about it.

I do believe that sites like Linkedin, which I am a member of, would not exist or be as great with a pure (and therefore higher) subs model, it needs advertising to pay for it to run professionally and to expect otherwise is naive.

I am free of Facebook and that would be an answer to people moaning about adverts intruding, don’t use it!! The same applies though, quality has to be paid for just like quality journalism on a brand like The FT or The Economist. Nothing is ever truly free! 

Chris Reed, Regional Partnerships Director , Asia Pacific, Partnership Marketing (Asia) Pte Ltd 

The views expressed in this column are the author's own and do not necessarily reflect this publication's view, and this article is not edited by Singapore Business Review. The author was not remunerated for this article.



Sign up for our newsletter

 

Do you know more about this story? Contact us anonymously through this link.

Click here to learn about advertising, content sponsorship, events & rountables, custom media solutions, whitepaper writing, sales leads or eDM opportunities with us.

To get a media kit and information on advertising or sponsoring click here.

Tags: Chris Reed, Partnership Marketing (Asia) Pte Ltd, Singapore social media, advert free Singapore

CO-WRITTEN ARTICLES & SPONSOR CONTENT ››

Supply chain and logistics management business explained.
17 views

Global ethernet services market headed for $50 bn by 2015.
288 views

From humble beginnings to a 50,000 sqft property.
86 views

Find out why 2014 is the best time for you to enter Forex.
143 views

One-stop convention solution is here.
618 views

Its programmes ready graduates for real-world challenges.
138 views

Meet the man behind Singapore’s only automobile manufacturer.
388 views

Why is a holistic curriculum still important?
244 views

Fully furnished, hassle-free office experience.
165 views

Instead of burying their heads in books or articles on effective marketing techniques, advertising executives may want to sit back, relax and surf the web once in a while.
384 views

PRINT ISSUE »

Subscribe Now
Trains, planes, automobiles and drones

132 views

As goes Hong Kong, so goes Singapore?

1106 views

Office property shows no signs of a slowdown

289 views

MOST READ EXCLUSIVES

Singapore’s 20 hotels with most expensive buffet lunches

Singapore’s 20 hotels with most expensive buffet lunches

What is for lunch?

by KRISANA GALLEZO
6 Jun 2014 | 176877 views
 

Singapore’s 20 most expensive hotel suites

Singapore’s 20 most expensive hotel suites

Guess which tops the list at S$20,000 a night.

by KRISANA GALLEZO
30 May 2014 | 148620 views

Singapore’s 18 MBA programmes under $30,000

Singapore’s 18 MBA programmes under $30,000

The cheapest is at SGD15,000.

by KRISANA GALLEZO
17 Jun 2014 | 107026 views
 

9 most expensive credit cards in Singapore

9 most expensive credit cards in Singapore

The most premium requires $150,000 annual income.

by KRISANA GALLEZO
21 Jul 2014 | 96579 views

Singapore’s 10 most expensive MBA Programmes

Singapore’s 10 most expensive MBA Programmes

The costliest is being offered at over $100,000.

by KRISANA GALLEZO
26 Jun 2014 | 80036 views
 

Singapore’s 10 hottest 40 and under restaurateurs

Singapore’s 10 hottest 40 and under restaurateurs

The list includes a restaurateur as young as 27.

by KRISANA GALLEZO
3 Jul 2014 | 38260 views

Singapore's 7 hot new restaurants in May

Singapore\'s 7 hot new restaurants in May

Have you tried them all?

by KRISANA GALLEZO
5 Jun 2014 | 22978 views
 

Singapore’s 8 hot new restaurants in June

Singapore’s 8 hot new restaurants in June

Have you dropped by to check them out?

by KRISANA GALLEZO
3 Jul 2014 | 22248 views

Korea’s Yoogane to open second outlet in Singapore

Korea’s Yoogane to open second outlet in Singapore

More outlets are soon to come.

by KRISANA GALLEZO
29 May 2014 | 16277 views
 

Pratt & Whitney Singapore office makes you feel like you’re in the outer space

Pratt & Whitney Singapore office makes you feel like you’re in the outer space

Take a sneak peek.

by KRISANA GALLEZO
25 Jun 2014 | 13342 views

Singapore's 8 hot new restaurants in July

Singapore\'s 8 hot new restaurants in July

More Singapore openings from famous restaurants in Asia.

by KRISANA GALLEZO
4 Aug 2014 | 11907 views
 

Towers Watson Singapore’s Spa Room allows staff to regenerate during lazy hours

Towers Watson Singapore’s Spa Room allows staff to regenerate during lazy hours

Also, check out awesome photos of redesigned meeting rooms and clubhouse.

by KRISANA GALLEZO
9 Jul 2014 | 10091 views

Taiwan’s Sufood hit Singapore

Taiwan’s Sufood hit Singapore

Eight more outlets coming in five years.

by KRISANA GALLEZO
12 Jun 2014 | 7297 views
 

Awesome workplace at 501: How's having a meeting while cuddling a teddy bear?

Awesome workplace at 501: How\'s having a meeting while cuddling a teddy bear?

Also check artistically designed in-house locations for video shoots.

by KRISANA GALLEZO
6 Aug 2014 | 6067 views

Check out HSBC’s high-tech flagship branch at Orchard Road

Check out HSBC’s high-tech flagship branch at Orchard Road

It’s digital hub is a star attraction.

by KRISANA GALLEZO
23 Jul 2014 | 4524 views
 

What 3 market leaders can tell you about price comparison sites in Singapore

What 3 market leaders can tell you about price comparison sites in Singapore

Financial price comparison sites face lack of consumer’s confidence.

by KRISANA GALLEZO
10 Jul 2014 | 4076 views

Find out how 3 young men at 20s founded a startup

Find out how 3 young men at 20s founded a startup

At 21, they built a job portal to help young people find their jobs.

by KRISANA GALLEZO
10 Jul 2014 | 3501 views
 

DBS added 1000 more staff in 2013

DBS added 1000 more staff in 2013

It topples UOB to become Singapore's second largest commercial bank.

by KRISANA GALLEZO
22 Jul 2014 | 1862 views

I bet you’ll cry after watching this: Singaporeans say ‘thank you’ to migrant workers

I bet you’ll cry after watching this: Singaporeans say ‘thank you’ to migrant workers

It has been viewed and shared nearly 425,000 times.

by KRISANA GALLEZO
27 Jun 2014 | 1775 views
 

Singapore startup builds world’s first crowdpricing platform

Singapore startup builds world’s first crowdpricing platform

Here’s how you could end up paying less.

by KRISANA GALLEZO
29 May 2014 | 1767 views

Haji Lane welcomes a hippy motorcycle cafe

Haji Lane welcomes a hippy motorcycle cafe

It serves all-day brunches with motorcycle merchandise up for grabs.

by KRISANA GALLEZO
28 Jul 2014 | 1765 views
 

RIP Tiger Mandala: What carrier is next to die?

RIP Tiger Mandala: What carrier is next to die?

See why Singapore based carriers are the least advantaged.

by KRISANA GALLEZO
27 Jun 2014 | 1721 views

Singpost acquires Store House in Hong Kong for $12.2m

Singpost acquires Store House in Hong Kong for $12.2m

Here's how management compares HK's self storage market with Singapore's.

by KRISANA GALLEZO
11 Jul 2014 | 1492 views
 

Might as well say, what the :pluck?

Might as well say, what the :pluck?

Ann Siang Hill and Club Street welcome a new 45-seat dining enclave.

by KRISANA GALLEZO
26 Jun 2014 | 1470 views

The Assembly Ground will choose for you the coffee that best suits you

The Assembly Ground will choose for you  the coffee that best suits you

It’s an Australian concept brought to Singapore.

by KRISANA GALLEZO
18 Jul 2014 | 1404 views
 

KepLand in the spotlight: After Equity Plaza, what's next to sell?

KepLand in the spotlight: After Equity Plaza, what\'s next to sell?

Keppel Land determined to hold its stake in MBFC Tower 3.

by KRISANA GALLEZO
26 Jun 2014 | 1290 views

Take a tour at Potato Head Folk’s whimsical dining enclave

Take a tour at Potato Head Folk’s whimsical dining enclave

Murals on the walls inspired by 1930s children’s books are fascinating.

by KRISANA GALLEZO
10 Jul 2014 | 1278 views
 

See how 99.co plans to pacify exasperated house-hunters in Singapore

See how 99.co plans to pacify exasperated house-hunters in Singapore

Tired of bogus listings?

by CARMINA JARIEL
22 May 2014 | 1259 views

Experience in 3D how your neighborhood will look like if sea levels rise

Experience in 3D how your neighborhood will look like if sea levels rise

This site is hitting almost a million unique visitors already.

by KRISANA GALLEZO
13 Jun 2014 | 1099 views
 

Check out this WhatsApp like program for online chatting

Check out this WhatsApp like program for online chatting

This startup is on its final stages of closing $500,000 fund.

by KRISANA GALLEZO
19 Jun 2014 | 1063 views
close Don't Show Again

STAY INFORMED! Get our free weekly newsletter