Sign up for afaqs! Newsletters
Are you a ‘cool’ brand on social media? You may lose consumers
A new survey from Sprout Social suggests that customers do not really like brands making fun of competition. What are the other consumer turn-offs?
Brands, when they are on social media, invariably get caught in the language of the medium. While this may result in increased media visibility, does it actually translate into sales?
So says a new survey – carried out in the second quarter of 2017 - from Sprout Social. To understand how brand personality impacts purchasing decisions, Sprout Social surveyed 1,000 consumers on which traits they want brands to demonstrate on social and what action specific brand behaviours such as humour or friendliness prompt.
Is it better to be honest, helpful and friendly or does it work for brands if they are snarky, humorous while they trash competition? What exactly does a brand need to do to back a media-mention-at-any-cost approach - and a quest for virality - on social platforms to make sure that the impact on its business is positive? At the end of it all, popularity on social media should translate to winning more sales. If not, what is the use?