Cool Doesn’t Cut It on Social Media

A recent report by Sprout Social delved into consumer preferences when it comes to brands on social media. Most consumers are looking for humor (72%), but only one-third prefer snark from a brand. Authentic behaviors like honesty (86%), friendliness (83%) and helpfulness (78%) scored much higher. Also, it’s advisable for brands to steer clear of politics—71% of consumers find political commentary from brands annoying. Brands should instead use social media to share video clips, respond to questions and join in on relevant conversations. (Sprout Social, 5.18.17)