Brand Performance on Social Media

By Mamie Patton | November 15, 2016

Brands have a lot to learn about engaging on social.

A report from Sprout Social provides important information about brands and social media, especially how they could improve. They surveyed over 1,000 Facebook, Twitter and Instagram users to learn what brand social actions drive them away, and what entices them to follow.

Surprise. They seek relevance and authenticity.

  • 58% are annoyed with too many promotions by brands.
  • 1 in 4 respondents are annoyed when brands don’t respond to them. As Sprout points out, since only 1 in 10 brands actually do respond, that leaves a lot of disappointed brand followers (or maybe ex-followers) out there.
  • 35% find a lack of brand personality to be annoying.
  • 38% are turned off by the use of slang by brands.
  • 32% are annoyed when a brand tries to be funny.

In other words, a brand that is not clearly defined and authentically communicated is less likely to encourage followers.

Sprout recommends, “Instead of bombarding social feeds with stock images or forced copy, do the work: Identify your brand values, collect data, identify audiences and target your content accordingly. Additionally, pull together guidelines that steer clear of over-played phrases and stay true to your brand’s personality.”

Repeated Exposure is Important

75% of respondents purchased something because they saw it on social media. But 60% need to see a product or service 2-4 times before purchasing. So brands have to find a respectful and creative balance between promoting enough and crossing the line too much.

Is It Worth the Effort?

57% of respondents are more likely to buy if they are following your brand. In today’s digital world, brands have to be present where, when and how customers want them. Having good content and carefully managed promotions in the right social media channels, is one way to do that.

The Bottom Line

  • Success begins with a clear brand strategy and appropriate brand messaging.
  • Be prepared to commit the time and resources to create quality content.
  • Likewise, make sure you commit to responding in a timely way. Treat your followers as respectfully as you would treat your real life friends.