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BizReport : Social Marketing : August 18, 2016

Study: People are annoyed with brands in social

When it comes to how brands are acting in the social space, a majority of consumers are annoyed. That's the takeaway from new Sprout Social data which finds that 60% of consumers are annoyed with how brands conduct themselves in the social space.

by Kristina Knight

Brands need to take a harder look at the things they post and the way they act in the social space. That's the word from Sprout Social which found that while most consumers (85%) are following brands on social, more than half are annoyed with how those brands act in the social space.

"Social media has moved beyond the solely promotional platform it once was," said Scott Brandt, CMO of Sprout Social. "This report makes it is clear that the stakes are higher and any brand that hasn't adapted to meet expectations isn't just going to lose their audience, they're risking a decline in their marketplace perception and sales."

As to which actions are the most annoying, the Sprout Social report indicates that 60% start following brands in social to find out about promotions, but that nearly half (46%) unfollow those same brands if they are posting too often. Other interesting takeaways from the report include:

• 75% of consumers have made a purchase because of a brand's social media post
• 57% are 'more likely to buy' from brands they follow
• 40% of consumers say brands using slang is annoying
• 32% are annoyed when brands try to be funny

One more interesting finding: to be influenced to buy, most (60%) need to see a social post between 2 and 4 times.

Tags: social marketing, social marketing tips, social marketing trends, Sprout Social

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