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REVEALED: What consumers want from jewellery brands on social media

SAN ANSELMO, CA - MAY 09: The Facebook website is displayed on a laptop computer on May 9, 2011 in San Anselmo, California. An investigation by The Pew Research Center found that Facebook has become a player in the news industry as the popular social media site is driving an increasing amount of traffic to news web sites. (Photo Illustration by Justin Sullivan/Getty Images)

Social media has become an integral cog for a brands digital communication strategy, allowing them to reach a large and varied audience at minimal cost, whilst delivering measurable results, but what do consumers expect from brands on these platforms?

Every social media platform serves a different purpose for a brands marketing strategy, and it can be hard to find the balance between showing personality, corporate etiquette or being politically driven by global conversations. Finding the fine line between what is cool and annoying is the key to marketing success.

To help jewellery businesses, online marketplace OnBuy.com analysed findings from Sprout Social’s report ‘Consumers aren’t looking to buy from brands that are ‘cool’ on social’ to discover what consumers want from brands using social media and what they find irritating.

To do this, OnBuy unwrapped data revealing the ‘thin line between annoying and cool’, exposing the actions exhibited by brands that consumers love and hate.

OnBuy found that whilst talking politics was the second most detested behaviour shown by a brand (71%), nearly two-thirds of consumers think it’s ‘cool’ for brands to openly talk about world or cultural events, engaging the consumer in an open discussion about current affairs without becoming too political. Yet, just 29% of respondents embrace politics being discussed by brands.

The study also found that the most popular and ‘cool’ social media practise for brands is the use of video clips and responding to questions (83%), with only a mere 17% stating they found it annoying. Other well-received social media actions by brands for consumers include:

Joining conversations (68%) and talking about timely events at 66%. Whilst, just over half of respondents enjoy the use of ‘GIFS’ (58%).

On the other hand, these are some of the most annoying social media practises displayed by a brand: Making fun of consumers (88%), talking politics (71%), using slang (69%) and finally making fun of competitors (67%).

And it’s not just the actions taken by brands which are most popular with consumers, but the personality a company portrays too. Without personality or charisma, your product or service will not resonate to the customers you’re targeting.

As part of the report, OnBuy assessed the behaviours consumers want from brands who are using social media. It came as no surprise that honesty is the most desirable trait as stipulated by 86% of consumers. The next most desired characteristics of behaviour were: Friendliness (83%), helpful (78%) and funny with 72% of the vote.

Interestingly, more than half of consumers find brands trying to be trendy on social media annoying (57%). And being ‘snarky’ was disliked by 67% of social media users.

The Nov issue of Professional Jeweller focuses on all things digital – with top tips for turning clicks into customers, inspiration from outside the industry, and updates from some of the trade’s online power players alongside our annual Reach List. Make sure you delve inside and learn from the experts.


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