"Research by the IAB also suggested that despite the rush by brands to tap into the potential of websites such as Facebook and MySpace, the reality is that users are turned off by marketing tactics.
Only 5% of those surveyed said they had signed up to a social networking profile set up or sponsored by a brand.
The report also found that 12% of those surveyed do not like the fact that other people can monitor online activity on websites such as MySpace and Facebook. The survey concluded that this suggested that users were not particularly aware of the privacy functions that can be set to limit what can be seen."
As the space of SNSs becomes increasingly populated by advertisers and spam dealers, the self-defensiveness of users will rise, as well as their resentment about intrusions into what they see as their private space, or the space of their social network.
On the other hand joining groups set up by brands is quite a lot like joining a group of people who support a cause--it is more a badge of alignment tacked on to one's profile than something that requires one to actually do something. Or am I wrong?
And, this clamour of voices from the margins of the page will make it more difficult for other useful developments to emerge. So, for example, teachers who wish to find a way to sue SNSs to reach students where they are will be just another voice in the crowd, indistinguishable from marketers. This is a worry even if teachers are offering something of value:
However, the survey, carried out by research firm Opinion Matters for the IAB, found that 28% of social networkers were happy to join a new group if it offered exclusive content.
"Despite its popularity this study shows that respect for the user is just as important in social media, users will not respond to spam or irrelevant advertising," said the IAB senior marketing manager, Amy Kean.
Does there come a point where there is just too much noise in the channel for valuable messages to get through?
