Stream fatigue – are consumers flooded in social?

Stream fatigue – are consumers flooded in social?
October 13, 2011 Kaz Scott

Just came across this post from a Twitter user I almost routinely ignore and was actually surprised when the link took me through to an insightful post on the clutter that consumers are becoming forced to wade through in social media.

The post focuses on a pretty interesting concept concerning how more and more brands are flooding social media networks and that there is an inevitable reaction from communities when brand’s simply run out of things to say. The consumer suffers ‘stream fatigue’ – the state of being bombarded with regular promotional content that they don’t need, aren’t interested in or simply don’t want. I’m not sure how many times we all would have read the sentence ‘it’s time for brands to rethink their approach in social media’ but I think in this instance – specific to conversation management at least – that it’s true.

What happens when you finally hit that KPI of 10,000 fans by launching a hugely successful social media competition? What happens when it’s over? How do you maintain your community? Do we know what they want now that their desire for the ‘grand prize’ has been extinguished? How many times can a loyal ‘fan’ of your page ‘like’ a post?

From research conducted it was found that the two main reasons why a consumer would interact with a brand page was due to:

  • Receiving a discount (61%)
  • Making a purchase (55%)

Conversely, research was then conducted with businesses, with the top two reasons they thought consumers engaged with their brand was:

  • To learn about a new product (73%)
  • To receive general information (71%)

According to that research, brands are getting it wrong and it’s this mixed messaging that will result in lost fans, disenchanted communities and ignored engagement posts.

With that in mind, perhaps we should be thinking of the average social media consumer as your thrifty old grandma – hunting for the bargains and wanting to make a purchase as quickly and efficiently as possible – as opposed to the friendly, loyal community member we might think they are.

Have a read of the original post here:

By Koby Geddes.