Consumers Becoming More Selective on Their Social Media Likes & Follows
Source: ExactTarget.com/sff
A 2011 study by ExactTarget and CoTweet shows that more than 90 percent of consumers have stopped following or unliked at least one brand on Facebook, email or Twitter because of irrelevant, too frequent or boring marketing messages.
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The study, titled “The Social Break-Up,” polled 1,500 consumers and identifies how people are changing their online behaviors. The study details top motivations for unfanning, unfollowing and unsubscribing from marketing campaigns on Facebook, Twitter and email and can be downloaded at www.exacttarget.com/sff.
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“Consumers remain willing to engage with marketers via the inbox, Facebook and Twitter,” said Jeff Rohrs, principal of ExactTarget’s Marketing Research and Education Group. “However, consumers understand now more than ever that they are in control of marketers’ messages and will punish irrelevant, voluminous or boring messages by cutting off marketers means of direct communication.”
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Key results of the study include:
- 91 percent of consumers have unsubscribed from permission-based marketing emails.
- 77 percent of consumers report being more cautious about providing their email address to companies versus last year
- 81 percent of consumers have either “unliked” or removed a company’s posts from their Facebook news feed.
- 71 percent of consumers report being more selective about “liking” a company on Facebook versus last year.
- 51 percent of consumers expect that a “like” will result in marketing communications from brands while 40 percent do not believe it should result in marketing communications.
- 41 percent of consumers have “unfollowed” a company on Twitter.
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In regard to liking a company, organization or brand on Facebook, the study shows that:
- 55% of Facebook users have liked a company and then decided they no longer wanted to see that brand’s posts
- 51% of fans say they rarely or never visit a company’s Facebook page after liking them.
- the top reason for “unliking” a brand on Facebook is too many posts.
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(Content and image sources: Exacttarget.com/sff)
What has been your reason to unlike a business or brand on Facebook, or to stop following them on Twitter. We welcome your comments and insights below.
Category: Social Media
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