Are there too many companies in social media?

This is the question that has been formulated in the last survey that UM has made about social network users and companies using social media in the United States between 16 and 54 years old. The 47 % of them said to agree with the statement that there are too many companies in the social networks, and social media has become overwhelming to a greater or lesser degree. Only 18.6% showed disagreement.

The results of the survey invited to reflect seriously about the actions that brands are taking on social networks. Not just to check if they are knowing how to differentiate themselves in their social activity, but also to find out if they have managed to capture the essence of social networks and are working to build a true community for online users.

In this regard, a few months ago, a YouGov survey revealed that there was a critical mass of people in the UK who had stopped using social networks because they had had enough about promotion campaigns. Certainly this is thought-provoking.

But the whole picture is drawn uphill. While it is true that the UM survey reveals certain weariness among consumers, paradoxically welcomes companies that have started this way. In a separate question, they asked respondents to indicate whether they had a more positive view of the marks when they had opened an account in social networks. The 34 % said yes, compared to 26 % who disagreed with this statement.

And there are some significant variations in responses based on age groups. It is undeniable that social networks help the communication with the target audience. The youngsters, aged between 16 and 24 years are the most positively valued when it comes to corporate social presence with 45.9 % of respondents. That ratio is falling as the respondent's age up until the last tranche of users between 45 and 54 years, of which only 21% were in favor of this statement compared to 36.7% who said disagree.

The results seem contradictory but may not be so. On one hand, users are more likely to consider an asset that companies have a presence on social networks and instead have the feeling that it is becoming an increasingly crowded environment. The conclusion suggests that the consumer wants to see businesses in social networks but not in any way, but in an appealing way with quality and useful information.

Users should be more selective with the brands and businesses they choose to associate with, so they will continue to work best and avoid a negative perception, trying to convert into real social channels and attempting dialogue platforms apart from the competition. Read more about social media and business.

 

[Simran Rai]

This article presents a nuanced analysis of recent survey findings regarding consumer attitudes toward companies’ presence on social media platforms in the United States and the UK. It highlights an interesting paradox: while nearly half of social network users feel overwhelmed by the sheer number of companies active on these platforms, a significant portion still values and expects brands to maintain a social media presence. The data also reveal clear generational differences, with younger users more positively inclined toward corporate social engagement compared to older groups. This underscores the importance for brands to not only be present but to distinguish themselves through meaningful, high-quality, and engaging content that resonates with their target audience. The article rightly points out that companies must focus on building authentic communities and fostering genuine dialogue rather than merely promoting their products. In doing so, brands can avoid contributing to social media fatigue and instead strengthen consumer relationships and trust in an increasingly crowded digital landscape.​