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.