• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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Not everyone loves social media

I’ve always had this nagging suspicion that those who use social media the most, the much-younger-than-me generation, aren’t all that pleased with the barrage of social media hastags/tweets that come across our TV screens.

Now that feeling has been confirmed. A new study revealed that 44% of those between ages 15-17 find social media comments onscreen distracting with half of all Internet users finding it distracting as well. Forty-eight percent just flat-out don’t like them.

CVTwit-620x350Of course, you could read it the other way – that 56% don’t find them distracting – but that would be missing the point. Social media is considered in some quarters to be the elixir to cure all marketing ills, a relatively inexpensive way to generate interest.

It’s not the be-all that some people think. You create preference by the message of your brand, not an online chat that usually just attracts the extremes: Those who love you and those who hate you.

Social media is something that should be part of your marketing plan, but I would count on it only being useful for awareness, if that. Even for some of those who use it the most, and may represent your greatest opportunity for long-term growth, it’s just distracting, annoying and irrelevant.

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