By now it should be obvious that there are risks to not being active on social media channels. Not only do you miss out on opportunities to be part of the conversation, but consumers might interpret your absence negatively. Because of this, many businesses are eager to get more involved, but in some cases that eagerness can result in mistakes.
This could mean that you’re posting too much, or not enough, or maybe in your haste to tweet you miss a couple of typos. While the occasional mistake can be forgiven, according to Disruptive Communications, these snafus could actually hurt your brand.
The company asked more than 1,000 consumers in the UK what was most likely to damage their opinion of a brand that uses social media, and discovered that poor spelling and grammar was the biggest turn-off. Updates that are too “salesy” was the next biggest complaint among all age groups except 18-24 year olds. This age group is more concerned with frequency over grammar.
In the infographic below, you can see more data from this study broken down by gender and different age groups. You shouldn’t look at this as a reason to justify not being active on social media. Rather, use it as a resource to bolster your current profiles. For example, double-check tweets and Facebook posts before sending, or even ask another team member to review the message for accuracy.
If you’re considering increasing the frequency in which you post, start gradually and see what the response is like from your fans or followers. Pay close attention to engagement levels and tweak your activity based on the return. If a large portion of your audience is unhappy, social media provides the perfect platform for feedback.