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Social Media Advertising Has a 'Trust Issue'

While social media has become a force in the world of advertising, it has also raised many concerns for those who spend their dollars through those channels.

In 2005, only 5 percent of the U.S. population used social media, but in a little over a decade, that figure has increased to over 69 percent.

The rise in popularity has come with an associated lift in advertising, driving $1 out of every $10 spent on advertising to a social channel (Facebook, LinkedIn, Instagram, Twitter, etc.). From major national brands to local retailers, advertisers have come in droves – but advertisers must consider whether it is the right place for them to spend their hard-earned marketing dollars.

Consider the following. Some consumers find advertising in general to be bothersome; however, many identify advertising on social media channels to be the most annoying. Ironically, the channels that are capturing more and more of the advertising spend are those that have been identified by consumers as having the most annoying ad experiences.

Users visiting Facebook.com, Twitter.com and other social media properties are more likely to be annoyed by ads than those users visiting other destinations.

Where are people most annoyed by their ad experience?

• Social media 45 percent

• Retail sites 36 percent

• News media 34 percent

As a point of contrast, 82 percent of readers of local and community newspapers would rather look at advertising in a newspaper than on the Internet.

Social media has a

trust issue

On social media, everyone is a publisher and every voice can be heard. If you are a shareholder of Facebook or Snapchat, this is a point to celebrate. However, if you are an advertiser, this raises concern about the content that will surround your message.

Hate speech, fake news, borderline pornography and other questionable content often fills the social stream. This content not only degrades an advertiser’s brand, it also detracts from the trust consumers place in social media.

A study from Kantar indicates that social media is trusted just half as much as the daily or Sunday printed newspaper, with only 33 percent of people reporting that they trust social media.

On the opposite end, 73 percent of respondents indicated that they trust daily and Sunday newspapers.

Sources: Pew Research Center, “Internet, social media use and device ownership in U.S. have plateaued after years of growth”; eMarketer, Social Media Will Hit Major Milestone in 2018; Editor & Publisher; American Opinion Research, Kantar “Trust in News”; The Poynter Institute

Editor’s Note: Herald Publisher Allan J. Bassler is a boardmember of PNA, the Pennsylvania NewsMedia Association.

 

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