The sarcasm on social media, being contemptuous, polemical, cutting does not bring the results on social media, says Andrew Caravella. Here is the data.
The sarcasmon social media, being contemptuous, polemical, cutting does not bring social media results, says Andrew Caravella, VP of Strategy & Brand Engagement at Sprout Social, a provider of social media, advocacy and analytics dedicated to businesses. Caravella shared three in-depth analyzes on what you see around between the social media and the way in which consumers perceive what is shared.
The sarcasm of the brand
The most irreverent brands, which use sarcasm, have more and more space among social media, but their presence does not correspond to consumer purchases. Brands like Wendy's, Merriam-Webster and Denny's have embarked on a new approach to social strategy by incorporating humor, memes and even some snark (irreverent content) into fan exchanges. But although this approach gets a lot of attention, its success isn't exactly within everyone's reach. The Sprout Social Q2 2017 Index has shown that although 72% of users appreciate brands that entertain themselves in a fun way via social networks, only a third party is interested in how much is behind a brand, or rather 88% of the people find it very annoying to tease the fans by marketers. As evidence of this finding, a quarter of people choose to boycott a trademark as a result of unpleasant episodes or releases via social media.
Politics dominates in the news, indeed, it is reaching levels of exasperation without precedent. .But consumers want to talk about it only with certain people.7 out of 10 users don't want to hear about brand politics.At the same time, 83% of people want to see a prominent personality as a brand ambassador or ambassador via Facebook, while 48% ask the same thing via YouTube. The strategy that seems to be the best leads to combining conversations and threads sensible logics with continuity of content and posts relevant to the interest expressed by users towards a brand or product.
The best brand customer services
Brands do nothing but look for opportunities to grab clicks and become viral in terms of scope and sharing, but what really matters once the sums are drawn is content lonest and their usefulness to meet consumer expectations. in fact it emerged that people want brands to be honest (86%), friendly (83%) and useful (78%), and although 8 out of 10 respondents think that brands respond too "cold" to their questions, in only 12% of social media that require a response from a brand get one.
There is certainly a time, a place and a social channel to allow brands to let go of enthusiasm, humor and personality, but the data are important indicators, which is why brands will have to evaluate (or re-evaluate) their voice and their position in social media, unless they want the repercussions to become exponentially harmful to those brands that consumers perceive as 'irritating'.