Simple Errors in Social Marketing Alienate UK Users - eMarketer

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Simple Errors in Social Marketing Alienate UK Users

Reactions differ slightly based on gender

August 14, 2013

Basic errors like poor spelling or grammar in social media marketing messages are the best way to alienate UK consumers, according to July 2013 research from Disruptive Communications.

In total, 42.5% of surveyed UK web users said such errors would damage their opinion of a brand, with males more concerned than females. Errors in copy style—making posts too “salesy”—was the next biggest concern, cited by 24.9% total, with females slightly more concerned than males. Posting too often or trying too hard to be funny were concerns for 12.8% and 12.5% of internet users, respectively. Only 7.2% of respondents were concerned with brands not posting enough.

Primary Reason that Social Media Marketing Is Likely to Damage UK Internet Users' Opinion of a Brand, by Gender, July 2013 (% of respondents)

According to Adobe research from April 2013, a company’s social profile is not generally considered to be a source of credible information about a product or brand by web users in the UK—or elsewhere around the world. Social ranked the lowest among the eight different media respondents were asked about, far below family, consumer forums or publications, and traditional media.

Sources of Credible Information About Products/Brands According to Internet Users in Select Countries, April 2013 (% of respondents)

But social remains a significant source of information, whether that information is regarded as credible or not, and whether or not an ad served via social media is poorly written. In Great Britain, 25% of surveyed internet users relied on social networking sites to find out information about new products, according to March 2013 data from Ipsos OTX and Ipsos Global @dvisor. Social beat out email, direct mail or blogs in this respect. This suggests social is a medium a fair number of UK consumers depend on, even if they are on their guard.

Ways that Internet Users in Select Countries in Europe Find Out About New Brands and Products, March 2013 (% of respondents)

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