The emergence of social media as a near-ubiquitous platform has offered marketers many new opportunities to connect with consumers, with the best campaigns serving to personalise brands and form connections with customers in a unique, satisfying way.
However, as with all innovations, there is also the possibility of disaster if businesses attempt to adopt social media-focused techniques without thinking them through fully or ensuring they are offering high-quality, useful content.
A new infographic from Disruptive Communications, the UK social media, content marketing and digital PR agency, has highlighted some of the mistakes that make consumers dismiss online campaigns.
The results are based on a survey of British consumers carried out in July 2013, asking them what problems they felt would most affect a brand's social media profile.
Lance Concannon, director of Disruptive Communications, said: "While a more relaxed tone of voice may be desirable [on social media], it's very important to have quality control in place to ensure that spelling errors and other sloppy mistakes don’t slip through and cause brand damage."
Apparently many UK consumer complaints about social media are motivated by pedantry - 42.5 per cent of respondents told Disruptive Communications spelling and grammar mistakes are the thing most likely to annoy them in this kind of marketing.
Other factors were also mentioned, with 29.5 per cent of people claiming many updates are too sales-focused and 12.5 per cent feeling that brands try too hard to be funny and end up simply being irritating.
This highlights one of the major problems of social media marketing - it offers an opportunity to develop a unique personality, and the most engaging Twitter accounts or Facebook pages for companies often use humour effectively.
However, marketers still need to ensure they are not annoying their consumers or clogging up their timelines with salesy jargon.
According to Disruptive Communications, tailoring their approach to the target audience is vital if firms are to avoid upsetting prospective customers.