The rise of social media has presented brands with a new, more direct way of communicating with its customers. Instead of planning ad campaigns months in advance, brands can now react to trending topics in real time, weigh in on current events and just be in touch with the world.
While the tone on social media channels is typically less formal than in more official communication channels and brands like to present themselves as humorous and snappy, there are limits to what brands should do on Twitter, Facebook or other social platforms.
According to a recent study from Sprout Social, making fun of customers is the worst offence brands can commit on social media. Brands should also refrain from talking politics, using slang or bashing competitors, as all these things are considered annoying by the majority of their customers.