SAN FRANCISCO: Brands may be unjustifiably fixated on the potential negative PR consequences of social media, according to a recent study.
Only 6% of people surveyed follow a brand on social media to complain, according to a brand interaction study by the digital consultancy Beyond, a Next Fifteen Communications Group agency.
Forty-two percent, however, follow a brand to find offers and discounts, while 33% simply because they love the product.
“The amount of resources brands are putting into fighting negativity is disproportionate ...