According to new research from Disruptive Communications, UK online consumers are the most easily alienated by basic mistakes such as bad grammar and poor spelling in social media marketing.
Basic Errors Lead to Negative Perceptions
In fact, a total of 42.5% of UK consumers reported that errors such as these would negatively affect their opinion of a brand. Interestingly, male consumers were somewhat more concerned about these issues than females were. Additionally, messages that were overly 'salesy' were another huge turnoff, as identified by 24.9% of total respondents, with females being slightly more bothered by 'salesy' posts than their male counterparts. Extreme frequency of posts, combined with humour that just tried too hard, were two further issues that rated as major no-nos among UK online consumers. Only 7.2% of respondents were concerned with brands not posting often enough.
Social Media Pages Not Credible Info Source
Looking back a few months to examine some earlier research, we found that UK online consumers do not often consider a company's social media page to be a source of credible information about the brand. This opinion is not limited to the UK, but shared by web users all over the world. In fact, social media was ranked the lowest for credibility of information among eight different types of media respondents were asked about, far below family members, consumer forums or publications, and traditional media sources such as newspapers of TV ads. This is of course because it is so easy for brands to plaster their social media pages with self-promotional material of all kinds, with little way for consumers to assess its credibility.
But Nevertheless, Social is Still Essential
Despite consumers having little faith in the credibility of social media channels, this medium is still a significant source of information, whether credible or not, and whether poorly written or not. 25% of surveyed internet users in the UK relied on social media to research new products, according to a March 2013 survey from Ipsos OTX and Ipsos Global @dvisor. Social media outdid email, direct mail and blogs in this regard, which suggests many UK consumers still depend greatly on social media, even if they don't entirely trust it.
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