Snark on social media? Most prefer candor from brands
Sprout Social asked consumers which traits they wanted from
organization’s online voices. Honesty topped the options. Humor
(without the sarcasm, thank you) ranked No. 4.
We’ve seen several brands capture headlines by bringing the snark to their
Wendy’s, which has delighted millennials on Twitter with its brand of sassy
T-Mobile, which created a popular drinking game to troll competitors’ earnings
Although it might delight audiences who love to watch an official brand’s
social media team scorch an unsuspecting user, does that really work for
the bulk of consumers?
New research from Sprout Social casts some doubt. Its recent survey of more
than 1,000 consumers found that 67 percent do not want brands to exhibit
snarkiness on their social media channels.
[EVENT: Employee Communications, PR and Social Media Summit at Microsoft]
What do consumers want from the brands they follow? Take a look:
Honesty, friendliness and helpfulness seem to be valued most. One might
argue that Wendy’s embodies those traits as well. Look at this recent
response to a customer:
If you look through the company’s feed of replies, you’ll see people have
started essentially baiting the brand into berating them, presumably
because they find it amusing. As it happens, 72 percent of respondents in
the Sprout Social survey want their brands to be funny.
Seventy percent of respondents said companies should steer clear of
You can check out the full report here.