Here’s What Customers Think of You on Social…


It’s hard to believe, but it turns out customers can be annoyed by a brand’s social presence.

I’m just kidding. I know it’s not hard to believe. People and brands annoy me all the time. I blocked a post on facebook just yesterday.

But I love social media. And I bet you do, too. Personally, I work by myself most of the day, and I look forward to the (time-controlled) distraction. Lucky for us, Sprout Social surveyed a little over 1,000 Facebook, Twitter, and Instagram users in July 2016 about what brands are doing right. And what we’re doing wrong. Here are the results in a nutshell:

  •  86% of people want to follow brands on social
  • 57% find overpromotion (think deals, coupons, etc.) offensive
  • 25% get upset when brands don’t respond to posts
  • 58% are more likely to buy from a brand they follow
  • 41% will unfollow you if you’re not relevant

So, how should we go about capturing the attention of the 86%, but not get on their bad side once we do? Sprout Social’s suggestion is to “Identify your brand values, collect data, identify audiences and target your content accordingly.” Great advice. (And I’m not just saying that because it’s a big part of what I teach.)

It’s hard to believe, but it turns out customers can be annoyed by a brand’s social presence.

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They also go on to say that people DO want to follow brands. If they find your products or services interesting, that is. The key here is to keep them interested with good, meaningful content. Because remember, 41% will leave you if you’re not relevant.

Makes you kinda sad, doesn’t it? Especially because 75% of people surveyed said that they’ve purchased something as a result of social media.

Those are some good numbers.

So what should we do? The old advertising adage, The Rule of 3, holds true here. People need to see your message about 3 times before they’ll remember it, pay attention or take action. That’s why consistency is key. And a solid brand strategy is important, too. Your strategy is what’ll keep you relevant, consistent, and in touch with your audience.

As for a social tactic to getting that message out a few times to the same audience? Sprout recommends making some minor edits – to the headline or a photo, or changing up your twitter post, but keeping the same link, for example – and sending it out a few times.

What do you think? What things annoy you on social? Got any good tactical tips? Let me know in the comments below.

About the Author Melanie Downey

I'm Melanie Downey, small business brand innovator and public relations expert. I like to teach and write about what I've learned in 20 years working in brand development, PR, and marketing. And when I'm not doing that, I cook, drive my kids around, hang out with my hairless dog, Penny, and practice playing my ukulele.

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