Interesting article here: Link to Article that Harlan posted. The article states that teens are only choosing to friend a brand in 6% of the cases and that young adults (18-24) are choosing to do this only 12% of the time.
Is this a generational or maturation effect? I would be more inclined to choose the generational effect. Teens of today grew up in the digital world and for this reason have already built the barriers needed to control the influx of media through their selective filtering. What I've found with anything that I've friended that's even close to a brand is that they spam my smart phone constantly. I recently "friended" the New England Patriots and now receive every update about every small happening within Patriot world.
Would I want Coca-Cola to spam me two or three times a day in an effort to market to their 'friends'? Not really and I don't see myself wanting that even in 10 or even 20 years.
Good point regarding what you said about "friending" the New England Patriots and making a reference to what would happen if you "friended" Coca-Cola.
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