More than 90% of consumers unsubscribe, “unlike” or stop following brands because of too frequent, irrelevant or boring communications, according to a report by social media and e-mail marketing services company ExactTarget.
Released Tuesday, “The Social Break-Up” is a study that surveyed more than 1,500 consumers, exploring changing online behaviours and top motivations for “unliking,” unfollowing and unsubscribing from brand communications via Facebook, Twitter and e-mail.
There are a few key findings from the study – the ones I want to talk about are Facebook related:
- 81% of consumers have either “unliked” or removed a company’s posts from their Facebook News Feed.
- 71% of consumers report being more selective about “liking” a company on Facebook than they were last year.
- 51% of consumers expect that a “like” will result in marketing communications from brands, while 40% do not believe it should result in marketing communications.
Isn’t that interesting? Before we all go head long into getting our ‘Likes’ and our ‘Friend’ numbers up, shouldn’t we be taking heed? I’m surprised it’s only 51% of consumers who expect to get sold to off the back of a ‘Like’. That number will go up very fast in the next year – the question, however, is how to ensure we don’t upset the 40% who don’t want to be sold or marketed to.
What does that mean for the aims and targets we have as businesses using Facebook and the other platforms?
For me, it brings into bright relief the crux of Social Media relationships. They should be established on the basis of sincerity & respect. No good pretending to be someone’s friend, when all you want to do is sell stuff to them. Taking and not giving doesn’t work in many arenas. Not on Facebook, or Twitter, for certain. You can work out how this translates, I’m sure. Those who connect with us are valuable. They are our future prospects & our links to their own networks. We mustn’t alienate them in a rush to sell. Patience & investment in the relationship is what’s needed.
The full article from Mashable is here
Do you agree? Can you see the point of a business relationship that doesn’t bear immediate fruit?