UK — New research from the University of Oxford has revealed two popular social media practices thought to drive engagement have no effect at all.

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The research has found that "…two practices considered by industry experts to be important drivers of engagement — linking posts to holidays and including rich media elements such as images or videos — were found to have no effect at all."

“In general, it seems that much of what social media marketers do is either ineffective or, worse, backfires on them,” said Professor Stephen. “Marketers need to remember that on social media, brands tend to communicate mostly with consumers who are already relatively highly interested in them, because they have chosen to follow them. Accordingly, they can be offended by the impersonal tone of much advertising content and also by the notion that they are being ‘sold to’."

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