The report was based on data from an online survey conducted in April 2017 of 1,003 consumers.
Some 86% of respondents say they want brands to be honest in their social posts; 83% want brands to be friendly, 78% want them to be helpful, and 72% want them to be funny.
Less than half of consumers want brands to be trendy (43%), politically correct (39%), or snarky (33%) on social media.
Most consumers like it when brands use social media to respond to questions, join conversations, and talk about timely events.
More than two-thirds of consumers find it annoying when brands use social media to make fun of competitors, post slang, talk politics, and make fun of customers.
Some 83% of consumers feel comfortable with brands' showing personality in Facebook posts.
However, less than half of consumers like brand personality on YouTube, Twitter, Instagram, LinkedIn, Pinterest, and Snapchat.
About the research: The report was based on data from an online survey conducted in April 2017 of 1,003 consumers.