Love it or hate it, social media is a powerful tool for today’s businesses. But are businesses getting it right? According to a marketing report, 29 percent of consumers have a low level of trust for direct communication through SMS, LinkedIn and other social media channels.

Only four percent of surveyed consumers rated the social media channels as the most trustworthy.

As reported in B&T magazine, the survey revealed poorly targeted marketing messages had a negative impact on brands. Fifty nine percent of consumers had stopped engaging with four or more brands because of poor communication, while eight percent had no engagement with 20 or more brands.

The key is for businesses to create tailored campaigns for social media that meet clients needs, suggested Matt Glasner of Experian Marketing Services, which undertook the survey.

The report, which surveyed 330 marketers and 1000 consumers around Australia, also showed that 70 percent of consumers rated print media above social media.

Read more here.