News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
'Truth About Privacy' study reveals 4 B's that define social media sharing and privacy
The evolving nature of what is acceptable behavior on social media has been researched by McCann Worldgroup's consumer intelligence unit, McCann Truth Central. It reveals changing attitudes towards 'oversharing' and styles of communication among both users and brands.
According to McCann's latest Truth About Privacy report, there has been a 'privacy backlash' over the last two years with users, particularly those in the younger age brackets, preferring more private networks such as Snapchat.
"We found evidence of a new trend towards being more selective and exclusive when it comes to sharing, even among the teenage generation," said McCann Truth Central deputy director, Nadia Tuma.
According to McCann global director, Laura Simpson, the challenge in today's social media circles is to maintain a balance between privacy and publicity and "between making yourself look interesting without looking vain". It has become cooler to be somewhat mysterious on social media instead of baring all to everyone via 'oversharing'.
The change in thinking doesn't exclude brand behavior. The findings revealed four behaviors - bullying, boring, boasting and begging - that defined accepted sharing and privacy practices, and brands were found to be just as liable to fall into these "uncool" categories. Two-thirds of those surveyed for McCann's study said brands using personal content on social media were uncool, and 57% cited being contacted with an automated personalized message was also uncool.
The most striking changes since McCann's 2011 research include:
- The dominant privacy fear is now that the government will use a person's personal data against them in some manner;
- Silicon Valley firms, such as Google and Faceook, were deemed the greatest threat to privacy and are the least trusted;
- Banks remain the most trusted institutions for using personal information.
Image via Shutterstock
- Personal data: Lack of trust could hinder business growth
- 'Digiboomers' neglected by marketers
- UK: Pureplay online sales will exceed multichannel retailers' this year
- Report: Brands need to up their content focus
- Report shows shoppers want retail everywhere
- Report: Cash still top American payment method
- SMBs: How to remain visible during the election push
- Brands: How to prepare for a non-Flash environment
Featured White Papers
- The Step-By-Step Guide to Building Your Custom Attribution Model
Solving the attribution problem will be one of the most important things you do to boost ROI for your organization....
- What drives Email Open Rates
eDataSource compares certain quarterly email engagement metrics across five somewhat similar retailers, based on our visibility into the email activity...