Tag Archives: Sprout Social

Brand Complaints and Social Media

6 Sep

What happens when consumers complain on social media?

According to eMarketer:

“Data from social media analytics and monitoring service Sprout Social revealed that many US internet users believe social media has given them more of a voice to expose unfair treatment from brands and be more critical of them in general. The study, which surveyed 1,003 US internet users ages 18 to 64 in July 2017, found that eight in 10 respondents said social media helped to uncover instances of brands treating people unfairly. And seven in 10 said that it helped encourage transparency.”

For the most part, dishonesty and bad customer service led many internet users to complain about brands on social media. But those weren’t the only reasons. Troubles with a bad product, brands being too political and a lack of responsiveness also triggered some respondents to air frustrations about companies on social media.”

 

Click on the chart below to read more about how online consumers react to social media complaints.


 

What People Want from Brands On Social Media

18 Jul

Last week, we posted about “Are You Always “On”? Living in a Connected World.” (1, 2, 3) As we noted, whether we are referring to companies’ behavior on social media or to our own efforts on social media, care must always be taken — and bad/inappropriate behavior avoided.

Consider these observations and charts from a study conducted by Sprout Social (“Bringing Businesses & People Closer Together”):

“Plenty of brands are doubling down on social snark [an attitude or expression of mocking irreverence and sarcasm] and reaping the benefits of more media visibility. But does this correlate to sales? To understand how brand personality impacts purchasing decisions, Sprout Social surveyed 1,000 consumers on which traits they want brands to demonstrate on social and what action specific brand responses such as humor or friendliness prompt.”

 

“The limelight most often falls on big brands with big social personalities, but what’s in it for the rest of us? While 75% of consumers believe there’s value in brands exhibiting humor on social, only 36% are willing to purchase from brands they believe are funny. And those brands have to bring it, because funny can quickly slide into annoying if not fresh, relevant, and interesting. That’s a big problem when 50% of consumers say they would unfollow a brand that annoyed them on social and 23% would walk away from your brand completely by vowing to never buy you again. Ouch.”

 

 

 

 

Click the image below for the full report.


 

Social Media Demographics by Platform

21 Jun

For companies to best use different social media platforms in their marketing strategies, it is imperative that they understand how viewers differ across these platforms — especially in terms of viewer demographics. For example, the typical Facebook social media user does not have the same demographic profile as the typical Pinterest social media user.

As Alex York reports for Sprout Social:

“The best marketers you’ll come across don’t sleep until they have a better idea about their audience and segmentation strategy. It pays to have your message reach the right people at the right time. In the social media industry, your audience demographics can change in what seems like overnight. The challenge of reaching new audiences has never been harder, but grasping up-to-date data on social media demographics helps. Each business has their own unique audience identity, but that segmentation might not pan across each social media network successfully. Instead, it takes better brand alignment, thought-out social conversations and meaningful connections with your core group of brand loyalists.”

 
Take a look at Sprout Social’s in-depth infographic on viewer demographics by platform — including Facebook, Instagram, Twitter, LinkedIn, and Pinterest.
 

 

Latest Social Media Demographics by Platform

22 Mar

As we know, most adults participate in some form of social media. But marketers want to know the current demographics of the users of various social media platforms.

Sprout Social has uncovered data on a number of social media platforms and published the terrific infographic shown below:

“In the social media industry, your audience demographics can change in what seems like overnight. The challenge of reaching new audiences has never been harder, but grasping up-to-date data on social media demographics helps. Each business has its own unique audience identity, but that segmentation might not pan across each social media network successfully. Instead, it takes better brand alignment, thought-out social conversations and meaningful connections with your core group of brand loyalists. But how do you reach this group without understanding the demographics of social media across networks? That’s why we’re here to help you dive right into the latest data.”

These platforms are covered by Sprout Social in the infographic: Facebook, Instagram, Twitter, LinkedIn, Pinterest, Messaging Apps, Auto-Delete Apps, Anonymous Apps, and All Social Media Demographics. For more in-depth information than shown in the infographic, click this link.
 

 

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