MEC uncovers the world of brands on Facebook

New research from MEC has revealed that many brands are fundamentally misunderstanding how young people use social networking sites such as Facebook, and as a result may fail to gain traction with consumers through these channels.

MEC’s research was commissioned to better understand how brands should be engaging with audiences within social networks. Conducted using MEC’s proprietary research tool, DigiFacesTM, the qualitative research amongst 16-24 year olds looked into how young people are using social networking sites and the roles the sites play in their lives.

The research reveals that status in the social web comes from what you contribute to the community, regardless of whether you are a brand or a person. Because this status is very visible online, brands should always look to be giving. Brand communications must give people social currency, something to talk about which in turn improves their status online.

The research also highlights that social networking sites thrive on contribution from users, and in particular from users sharing their creativity, opinions or expertise. In order to be accepted within this space, brands must get used to making online contributions that don’t directly sell to users but which prompt a response and engage with people. Brands should also encourage and allow audiences to engage in two way conversations with them as this will allow the brand to demonstrate their more human side.

The research also looked into the type of language which young people use on social networking sites and discovered that many use reflective communications. Whilst a status update may, at face value, look like it is meant for all this is rarely the case.  Updates are often loaded with carefully worded subtext which only a small group of close friends will understand. Brands should heed this and should look to narrowcast messages to specific audiences rather than use social networking sites to broadcast to the masses. Narrowcasting will help brands engage in a meaningful way and are more likely to garner a positive reaction.

Damian Thompson, Head of Consumer Insight at MEC and the author of the research said: “It was clear to us that some brands are using the social web in ways which are very un-engaging for their audience. We set out to get a better understanding of how young people operate within social networks so that we can best advise our clients.

“It appears that in a bid to find the next big advertising platform, brands are broadcasting to social networking sites, such as Facebook, when they should be taking a far more tailored approach and narrowcasting to specific audiences. Our research highlighted that if communication isn’t genuinely interesting, amusing or conversation starting then it’ just noise to young people, and brands should take care not to fall foul of this.”