25 / 48
are not relevant. In other words, if you
are blasting out messages and memes
simply for the sake of “staying on the
customer’s radar,” you are likely an-
noying a good chunk of customers.
They may not always unsubscribe, but
they likely are quickly swiping by.
One-sided content isn’t the sole
annoyance. “People are also tak-
ing notice of the tone and content of
social profiles that just don’t seem to
fit,” say Sprout researchers. Trying to
convince a younger demographic that
your legacy brand is hip by inserting
slang or casual chatter, or making
attempts at humor that are either not
funny or not appropriate to the com-
pany personality are major turn offs,
Sprout’s figures suggest, topping lists
of both “most annoying behavior” and
reasons to unfollow a brand.
More than likely, when people fol-
low a brand or retailer, they are not
looking for a “friend.” Generally, they
are looking for deals and promotions;
information on cool product, events
and outings; answers to their inqui-
ries; maybe a laugh or ah-ha; and
possibly a community of like-minded
folks to share among. For a post,
tweet or snap to present clear value
and relevance to customers/follow-
ers, it must meet one of those or an-
other known need. Easier said than
done, for sure. After all, that could
be the genius of retail social market-
ing. But sometimes, it simply starts
with consciously asking how
a certain message or communication
provides value to followers. The
next less-easy step is to be honest
in that assessment.
% of respondents
Extent toWhich a Brand’s Social Media
Presence Influences US Social Media
Users’Holiday Purchase Decision, Ages
18 and Up
Source: G/O Digital
A factor,
among other
things
18.9%
Has some influence,
but not overly
important
29.1%
Irrelevant
44.7%
An Important
factor
7.4%
Actions That Make People Follow a Brand
on Social Media
Source: Sprout Social
73.4%
58.8%
51.3%
42.2% 41.5%
25.1%
21.0%
Interested in Their
Product/Service
Offered an Incentive
Friends Follow/Like
Their Content
Interested in Promotions
Interested in Their Industry
They’re Entertaining
To Communicate with Brand
Percentage of Responses
Likelihood of Buying from a Brand
People Follow on Social Media
37.8%
NO CHANGE
57.5%
MORE LIKELY
Fall
2016
|
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Outdoor
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