We recently carried out some research into what brand behaviour annoys people in social media. Surveying a total of 1,003 UK consumers, we asked what would be most likely to damage their opinion of a brand in social media.
Most people flagged up poor spelling and grammar as their number one turn-off. This is interesting because so often in social media we see brands being much less formal and even using heavily abbreviated txt speak, perhaps in an effort to appear more laid back and human. The survey findings show that this could actually be counter-productive and is more likely to annoy people than win their trust.
Broadly speaking the results were very similar across all age groups and between the different genders, with one notable exception. When we drilled down into the 18-24 age group, we found their biggest complaint was brands not updating frequently enough, which happened to be at the very bottom of the list for all other age groups.
Here’s an infographic we made to illustrate the survey results.