Social media becoming less ‘fun’ for consumers and brands need to go back to basics, says study

Fresh data on the way consumers interact with social media platforms has revealed that many view social as a way to promote themselves, rather than as a destination for fun and entertainment. 
IPG Mediabrands-owned agency UM has released the ninth annual findings from its global social media tracker, Wave. 52,000 people in 78 countries were surveyed, and the results have been presented in tandem with the analysis of over 60m online consumer interactions and emotional profiling.
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