Speakers at Social Media Week have warned that "Facebook fatigue" could prove detrimental to both brands and social media sites, according to an article published by ClickZ.
At the event, being held in New York, JWT's North America CEO, David Eastman, stated that many social media marketing professionals were failing to adopt a creative approach when using Facebook to connect with consumers.
Eastman said that Facebook "has become the default tool for lazy marketers who really don't know what to do."
He added: "Brands need to have conversations with people. Ultimately it doesn't matter where you are having these conversations," but he added that if these conversations proved to be boring, consumers would turn off in their droves.
With an increasing focus being placed on hyper-personalisation, Eastman forecast that: "As hyper personalization makes niche content experiences ever narrower, brands will place greater emphasis on reintroducing randomness, discovery, inspiration, and different points of view to engage us."
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