Artefact Five – Multimedia Student social network advertising questionnaire – Evaluation

After disappointing results in my image association artefact, I distributed a questionnaire to 10 multimedia students who had experience of multiple social networks.

Seven of the students completed the questionnaire. For simplicity, I asked the students just four questions. The results of the questionnaire were inconclusive.

To the question, “Which social networks are you a member of and your primary reasons for being a member?”, as expected, Facebook came out on top, being the main social network indicated in my first artefact questionnaire,

To the question “Have you ever clicked on an advertisement on a social network, if so why?”, the results were unsurprising. “Interested in the product” “images”, “aesthetics and good design” all contributed to creating an appealing and effective design, top reasons for clicking on a social network advertisement.

To the question, “If you’ve never clicked on an advert on a social network why not?”. The main reasons for not clicking on an advert were “authenticity”, “not who I am”, “useless”, “annoying and scams and stupid”. It seems that as participants become more familiar using social networks, participants become more cynical, ignoring advertisements.

To the question, “Would you like to make any other comments about direct-targeted advertising on social networks?”, two examples are given:

“Social networks can target a relevant audience in a more efficient way to a traditional way of branding everyone with the same advert and hoping for the best.”

“I think the adverts are very loosely targeted at us through a few keywords on our profiles, and are often very useless.”

Conclusively, “interested in the product”, “visually appealing”, “aesthetics”, “relevance of the product” and “good design” were considerable factors in initial reactions. Experienced social network users seem more cynical towards  direct advertising.

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