TrashBefore you launch your next big social media campaign, you may want to ask: Is anybody really listening?

A new TNS report reveals that as many as half of all social media marketing campaigns are going unnoticed.

Matthew Froggatt, the company’s chief development officer, says in a press release that 57 percent of consumers in developed markets do not want to engage with brands in the social sphere. The number is as high as 60 percent in the U.S., while 61 percent in the U.K.

TNS’s Digital Life study drew on findings from 72,000 consumers in 60 countries. It also revealed that 54 percent of people admit that social networks are a good place to learn about products.

Fear not—there’s hope for us yet.

Froggatt has advice for social media marketers:

“The key is to understand your target audience and what they want from your brand — social networks aren’t always the right approach. If consumers in one market don’t want to be talked to, can you use an alternative online method — creating owned digital media platforms, targeted sponsorship or search campaigns — to engage in an appropriate way that will achieve business results without adding to the digital waste pile?”

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