According to research released today by Forrester, only 6% of U.S. consumers aged 12-17 are interested in interacting with brands on Facebook, even though they are active users of the site in general.
Teenagers do use social media to discuss brands and products, but they want to initiate the conversation, rather than having the brand do so.
“While only 16% of young consumers expect companies to use social tools to interact with them, 28% expect companies to listen to what they’re saying on social networks and respond if they have questions,” says the report.
According to Forrester, most 12-17 year-olds said they trust search engine results and television. Almost 50% even said they could trust a company’s website, but only 26% said they feel they can trust a company’s profile on a social networking site.