Students not only hate going back to school, they outright refuse to share information about products relating to back-to-school sales. A recent study by social software company Expion has found that back-to-school posts online are shared far less often than other posts in terms of Facebook “likes.”

To reach its conclusion Expion examined 18 of the top department stores, mass merchandisers, pharmacy stores, internet retailers, warehouse stores, and even dollar stores to check out fan reactions to certain types of posts.

While regular sales and other promotions were often shared by fans of the 18 store types, back-to-school posts were liked 79 percent less than just about every other subject.

Researchers examined how many likes each post received based on every 10,000 fans the company has, allowing for an accurate picture of a posts virality.

The study also found that brands shied away from too much back-to-school hype with only 16 percent of their posts focused on back-to-school sales.  [Read more…]