So Disruptive their information is inaccessible

Edit 2013-08-08: Popsop have today posted a better summary of this story, with a much better “infographic” (of HTML and CSS, rather than a big inaccessible image).

Yesterday, I was sent a relatively interesting infographic entitled “What customers hate about your brand in social media”.

Missing from this infographic was an item I’d have put near the top of my list — bloody infographics. Infographics are great for visualising information, but far too often they have inaccessible text, in small point sizes, with poor colour contrast. And don’t even get me started on angular data visualisations like pie charts and curvy line graphs.

What makes this example all the worse is that Disruptive Communications are apparently not yet competent enough to have posted a blog piece talking about the information in the infographic. (To be fair to them, they only have three blog posts, the second of which is them officially launching themselves as a new “UK social media, content marketing and digital PR agency”.) The nearest I could see is a piece on Wallblog, which appears to be down at the moment.

So, as several of my friends have commented that they can’t read the text, and I’m struggling to do so too, and without apology to Disruptive Communications, who could perhaps focus a little more of their attentions on doing things well, here is the content from the infographic.

What customers hate about your brand in social media

In July 2013 Disruptive Communications asked 1,003 UK consumers what was most likely to damage their opinion of a brand in social media.

Poor spelling or grammar: 42.5%
Updates are too “salesy”: 24.9%
Posts updates too often: 12.8%
Trying too hard to be funny: 12.5%
Did not post updates often enough: 7.2%

Poor English and salesy updates are the two biggest complaints. This remains consistent across all age groups, except…

18–24 year olds don’t care about spelling so much

Does not post updates often enough: 22.1%
Poor spelling or grammar: 20.9%
Trying too hard to be funny: 19.8%
Updates are too “salesy”: 19.8%
Posts updates too often: 17.4%

The 18–24 age group is far more concerned about [how] frequently brands post updates, and is much less worried about correct English.

Salesy updates are the second biggest turn off — especially for the 45–54 age group. 31.3% chose this a the top annoyance, compared to the average of 24.9%.

What about gender differences?

Category Male Female
Poor spelling or grammar 39.6% 38.9%
Updates are too “salesy” 24% 26.2%
Trying too hard to be funny 13.8% 12.5%
Posts updates too often 12.5% 14.2%
Does not post updates often enough 10.1% 8.2%

Survey of 1,003 UK internet users carried out in July 2013 on behalf of Disruptive Communications —

Post edited 2013-08-08 to add a link to a much better, more-accessible version of the original infographic and further reportage around the story. Infographic content copyright © 2013 Disruptive Communications and is used, without permission, for the purpose of criticism and review under section 30(1) of the Copyright, Designs and Patents Act 1988.


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