Stat Watch: Social Media's Hits and Misses

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It is difficult to know what and when to post on social media, which network to send it through and how to analyze its performance. And in their effort to engage through social, brands often overwhelm their audiences. Sprout Social, for instance, found that 57.5 percent of consumers get annoyed when brands post too many promotions; and that's just the beginning of social media's hits and misses.

Brands have to walk a fine line between being too sales-focused and too casual as 38 percent of people find the use of slang to be irritating, for example, yet 34.7 percent are annoyed by brands not having any personality on their accounts. What's worse than using slang and being boring? Being unresponsive. While just 1 in 4 people are annoyed when brands don't respond, the number is expected to rise as more people turn to social as their first touchpoint to solve an issue. Brands will need to catch up as only 1 in 10 messages on social receive a reply.

Responding to incoming messages is one way to improve social efforts and sharing relevant information is another (41 percent of people will unfollow a brand if it doesn't share material that is relevant to them).

Social audiences can certainly be finicky but brands will want to keep at it, as 75 percent of people have purchased something because they saw it on social media. Slicing that data even further, however, shows 60 percent of people need to see something 2-4 times on social media before they purchase and nearly 20 percent need to see it 5-8 times. The survey also found that 57 percent of people are more likely to buy from a brand they follow on social.


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