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March 6 2015 600 AM

Why People Unfollo YoB an on Social Me ia [ eData]Written by Andrea Lehr | AndreaMLehr

Whe e Ma kete Go to G o

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MARKETING 2 days agoWhy People Unfollow YourBrand on Social Media [NewData]

MARKETING 1 day agoIs Personalization Creepy 6Experts Weigh In

One of the most important things a brand can do is understand its targetaudience What do they worry about Where do they hang out How do theyprefer to interact with brands

When they dive into answering these questions many businesses discoverthat social media is a goldmine for their marketing efforts Not only aresocial networks a popular place for people to hang out on but alsoconsumers expect brands to have a presence on social media (And whenpeople follow a brand on Twitter 72 of followers are more likely to make afuture purchase from that brand)

To capitalize on these trends businesses focus on getting new followers inthe door -- but thats not all you should be concerned about Just becauseyoursquove convinced someone to follow your companys account doesnrsquot mean

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theyrsquoll stay

In todayrsquos competitive market retention is crucial So what causes people tostop following brands on twitter BuzzStream and Fractl conducted a surveywith more than 900 respondents to better understand why

Why Do People Follow Brands on SocialMedia in the First Place

With millions of businesses using social media for marketing it is acompetitive market out there for getting followers With so many options ofbrands to follow our respondents were actually very picky -- 50 of thosesurveyed followed only one to four brands on Facebook LinkedIn andTwitter

So why do they prefer to follow one brand over another Our data points to acombination of preference for the brand and a level of exclusivity thecompany can offer to its followers on that social network Key findingsinclude

16 of respondents said they will follow a brand because they likethe brand15 said they follow brands to be notified of special offers promotions

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12 said they follow brands to learn about new products andservices

Freebies and staying up-to-date with brand news also rounded out the topfive And with less than 5 of the vote providing brand feedback was theleast popular reason

Followers are also looking for specific types of content over others Over20 of the respondents said that images are their most preferredcontent type Videos and customer reviews tied for second place at 15each while company news and white papers took the final spots

So Why Do People Unfollow Brands It BoilsDown to 3 Main Reasons

1) Too Much Self-Promotional or Uninteresting Content

A little self-promotion is a good thing After all why would a brand be onsocial media if they werenrsquot there to promote their latest achievement

However too much ldquolook at merdquo is the number one reason why peoplechoose to unfollow a brand Out of those surveyed 45 said that theywould unfollow a brand on social media because of too much self-promotion

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Self-promotional content provides little value to followers and the frequencyof uninteresting content was also listed as a specific turn off When askedfurther

Over 20 of respondents said that they would unfollow a brand onboth Facebook and Twitter if they believed the content was boring orrepetitiveOver 15 said they would unfollow a brand on Facebook LinkedInand Twitter if it posted more than six times a day

2) Overuse of Automated Messaging or Lack of PersonalEngagement

We see this happen over and over again and there are lists dedicated tosome of the worst automated messaging fails Over 30 said that theywould unfollow a brand if they received an automatic message In fact a lackof engagement wasnrsquot a strong reason to unfollow a brand When we askedthe question further results revealed

Only 8 unfollow a brand on Twitter due to a lack of engagementwith even less unfollowing for similar reasons on FacebookldquoEngagement with followersrdquo fell behind ldquonew contentrdquo and ldquoon-brandcontentrdquo in terms of what followers see as important social mediaactivities from brands

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But engagement is expected so what do your followers expect It variesdepending on which type of social media account yoursquore using Forexample 39 of respondents believe a brand is quite likely to engage withthem on Facebook compared to 36 on Twitter And roughly a quarter ofour respondents expect a response within an hour of leaving acomment on a brandrsquos Facebook or Twitter page Additional datarevealed

16 expect a response within 12 to 24 hours on Facebook 13 onTwitter13 expect a response within 1 to 2 hours on Facebook 14 onTwitter12 expect a response within 30 minutes to 1 hour on Facebook14 on Twitter

3) Improper Use of Hashtags

Jimmy Fallon and Justin Timberlake may have famously skewered theoveruse of hashtags but their joke actually does have some merit Whatwas once only found on Twitter is now on Facebook Google+ andInstagram so knowing how your customers expect you to use it is crucial forretention In fact tweets with hashtags receive twice the engagementcompared to those without hashtags

According to our survey 19 said that would unfollow a brand on social

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media due to poor use of hashtags Missteps include anything fromincluding too many hashtags in a status update or tweet to using a hashtagthat simply does not make sense

How Social Media Blunders Affect BrandPerception

Although social media practices are important they have a direct onsomething that might be even more crucial to longevity brand perceptionNearly 50 of respondents said it was likely that they wouldimmediately unfollow a brand if it garnered press for poor customerservice

We wanted to look at this further and provided our respondents with fivedifferent social media fails as examples of poor customer serviceRespondents told us that if the blunder did not affect them personally theywould not take action A majority of the responses indicated that ourrespondents would not unfollow a brand because of these particular socialmedia blunders Other findings included

16 said they would be unlikely to unfollow a brand on social mediaif it garnered press for poor customer service35 felt that a brand garnering press for poor customer servicewouldnrsquot impact their decision to unfollow it

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What Do Followers Want to See

Although posting too frequently can deter followers brand enthusiasts doexpect to see a consistency in posts Respondents indicated that they preferbrands to post on all social networks between two to five times per dayalthough these preference also vary based on specific social networks

68 of our respondents said that they would want a brand to postbetween 1-2 times per day on Facebook 63 on Twitter 72 onLinkedIn19 said they want brands to post between 3-5 times per day onFacebook 24 on Twitter 13 on LinkedIn

The most important thing to remember is that followers expect high qualitycontent that fits their interests Social media is a conversation channel soremember not to overwhelm your followers with brand updates -- insteadoffer engaging content that will encourage them to share within their owncommunity increasing the reach of your brand organically

For more information on why people unfollow brands check out theinfographic below

92

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Topics Social Media Marketing Data

Study by Fractl and BuzzStream

92

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4 COMMENTS

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This post originally appeared on Agency Post To read more content likethis subscribe to Agency Post

You would think that personalization of content and ads would be a welcome

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For many marketers this question is tough Herersquos why Social media is avery flexible and fluid part of your marketing strategy Itrsquos not easy to drawthe line between how much you could be posting and how muchyou should be posting

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This post originally appeared on the Sales section of Inbound Hub Toread more content like this subscribe to Sales

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Looks great on paper Bad interviewer

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Quick movers were able to make the most of the new ad format using theFacebook Ads API but others had to wait for Facebook to fully incorporatethe format into its advertising product

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17 Inspirational Quotes on Leadership amp

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Management From Daniel PinkWritten by

Most people have one approach when it comes to management andleadership To motivate their team managers will resort to punishments orrewards They offer up fun prizes for the top performers and performanceplans to those at the bottom -- and hope that those incentives will make theirteam produce top-notch results

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marketers would say build brand awareness

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ldquoWhen you call it a marketing team no one knows forsure what youre supposed to do But when you call it agrowth team everyone knows exactly what the goal isand what you need to do everyday

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How to Make the Most of Your Content AnIntegrated Promotion Strategy for theModern MarketerWritten by Eric Murphy

The content marketing struggle is real every marketer knows the difficulty ofserving up the right content to the right audience at the right timeUnfortunately it wonrsquot be getting easier any time soon The ContentMarketing Institutersquos 2015 Reports show that 69 of B2C and 70 of B2Bmarketers are creating more content this year than last year

Consumers are already inundated with content everywhere they go and inan age of increasing adoption and production brands are reeling in thewake of wasted content investments

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