What consumers think about brands on social media, and what businesses need to do about it.

About Keep Social Honest

A decade ago reviews, recommendations and endorsements came in just three forms: advertising, where we knew who footed the bill; press, where we could judge the relative positions of red-tops versus broadsheets; and friends and family, who looked you in the eye as they told you of the merits of one product over the other.

Today, however, consumers face an onslaught of complex messages from multiple directions and across multiple devices. Facebook tells you what your friends like before they do. Brands compete for your attention on your Twitter feed and supermarkets offer coupons in exchange for comments. Moreover, a persuasive review on Amazon or TripAdvisor from someone you don’t even know will probably influence your opinion more than a friend or family member.

To understand how to maintain the integrity of social media for consumers, and the effectiveness of these platforms for brands and businesses, The Chartered Institute of Marketing undertook a major and unique study during April 2014. We commissioned leading independent market research firm YouGov to conduct a nationally representative survey of more than 3,000 UK consumers, alongside an industry survey of more than 1,000 UK marketers, giving us perspectives from both sides of the equation.

Ten Rules To Keep Social Honest

Statistics About Keep Social Honest

percent would change behaviour if brand were manipulating social media
percent find it difficult to know if brands are using questionable methods on social media
percent have low confidence in what they see on social media
percent find it easy to tell the difference between commercial and non-commercial methods on social media

* data provided by YouGov


About CIM (The Chartered Institute of Marketing)

For more than 100 years, CIM has been supporting, representing and developing marketers, teams, leaders and the profession as a whole. Our networks have unveiled breadth, depth and diversity – making this not just the largest community of marketers, but one with impact. We’re independent, trusted and connected, with access to unmatched ideas, insights and resources to help marketers from problem diagnosis to practical solutions. Our vision is for marketing to be recognised as playing a pivotal role in business – constantly harnessing, integrating and acting on collective intelligence. And our role is to be the catalyst of that.

Find out more at www.cim.co.uk.


* All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 3054 consumers (aged 18+). Fieldwork was undertaken between 01/04/2014 and 28/04/2014. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).


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