"Social is not always the advertiser's friend," YouGov claim

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A recent study has found that just under half of consumers dislike the idea of advertising featured on social networking sites that uses information from their profiles, according to an article published by Marketing Week.

Conducted by YouGov, the study saw the participation of  1,275 online consumers from the United Kingdom.

The findings displayed that 47 per cent objected to seeing adverts aimed at them based on the activities listed on their profiles - on sites such as Facebook, Twitter and Google+.

Around 44 per cent also stated that they wouldn't be any more likely to make a purchase from a brand based on the social media recommendations of their friends.

This has led YouGov to claim that social media marketing might not be as beneficial as brands would assume and more specifically "social is not always the advertiser's friend."

Commenting on the results, Dan Brilot, YouGov's media consulting director stated: "It appears that whilst social media can be a key tool in the brand marketer's armoury, in particular to maximise commitment amongst those already highly engaged with the brand, it has not quite reached the effectiveness necessary to be considered a truly mass media marketing tool.

"With the ability to share, tweet and interact on any kind of site, is almost a given, social media services increasingly need to have an extra raison d'etre beyond merely 'social' to make an impact in today's crowded market."

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