Consumers are strongly engaged with brands on social media, but have underlying concerns about platforms prioritizing profits over privacy and misleading marketing tactics. While marketers are aware of these issues, there are differences in opinion between consumers and marketers on what constitutes misleading practices. The document calls for businesses to address these concerns through honest and transparent marketing on social media that does not detriment users.

1. WHAT CONSUMERS
THINK ABOUT BRANDS
ON SOCIAL MEDIA,
AND WHAT BUSINESSES
NEED TO DO ABOUT IT
Anne Godfrey
Chief Executive, CIM
@weegieexpat

3. CONSUMER ENGAGEMENT WITH BRANDS ON
SOCIAL MEDIA IS STRONG

6. BUT UNDERNEATH THOSE INTERACTIONS,
CONCERNS EMERGE

10. SOCIAL MEDIA PLATFORMS
For the consumer, with brands at the
heart of the business model.
CONSUMER REVIEW/CONTENT SITES
For the consumer, by
the consumer.

13. THANKFULLY, MARKETERS AREN’T IGNORANT TO
THESE ISSUES

15. BUT SOME CONCERNING GAPS IN OPINION EMERGE
BETWEEN CONSUMERS AND MARKETERS ON WHAT’S
MISLEADING AND WHAT’S NOT

16. Acceptable and of no detriment to the user

17. SO WHAT ARE WE DOING ABOUT IT?

20. WWW.KEEPSOCIALHONEST.COM
#KEEPSOCIALHONEST