140 Characters Can Make or Break Your Brand

140 Characters Can Make or Break Your Brand

An informal social media style can backfire on an unknown company or boost trust among a target audience that is already familiar with the firm.

What’s in a (first) name? When it comes to social media marketing, a lot.

According to a new study, addressing social media users in an informal way — using their first names, for example, or sprinkling colloquial, decidedly unbusinesslike words such as “awesome” throughout posts — can either be a big hit or backfire. It all depends on consumers’ familiarity with the brand.

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