'If only we'd thought of that'

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    Richard Pentin

    Richard Pentin

    Planning Director by day. Photographer by night.

    Planning Director at TMW, member of the IAB Social Media Council 

    Professional Photographer focussing on weddings, events, portraits, interiors and travel 

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10 most popular reasons for ‘unliking’ Branded Facebook Pages

Posted by Richard Pentin on February 10, 2011

There’s a tendency when setting up a branded Facebook page or Twitter account to view this as simply another advertising channel to broadcast streams of content about the brand, products and latest offers. After all, these social handraisers have actively ‘liked’ your page so they must be receptive to this kind of content, right? Well not entirely. Unlike us, the average customer on the street doesn’t live and breath your brand every day and rarely gives two hoots about that latest press release or product video, let alone those glamorous photos from that launch party they were never invited to.

In fact, a new study by ExactTarget and CoTweet (via webpronews) has identified the 10 most popular reasons why people ‘unlike’ brands on Facebook. The biggest contributory reason is because the company posted too frequently or the content becomes too repetitive and boring. Other highlights from the study include 81% of consumers have either “unliked” or removed a company’s posts from their Facebook news feed and 41% have “unfollowed” a company on Twitter.  No real surprises there but it’s a helpful reminder to all of us that we need to try harder to engage and retain social handraisers than simply broadcasting brand announcements or promotional messaging.

Fanpage attrition rates is probably quite a new concept but it’s something I predict will become increasingly important as brands invest more of their precious marketing budgets on building social databases.  The good news is that it follows exactly the same principles behind any traditional  CRM programme.  So if you send them relevant, timely and engaging content, you can expect the brand relationship to grow.  But as soon as you start focusing on what you want to say rather than what they want to hear, your social handraisers will start to lose faith in this relationship and opt out.

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2 Responses to “10 most popular reasons for ‘unliking’ Branded Facebook Pages”

  1. [...] This post was mentioned on Twitter by Richard Pentin, Laura Dinneen. Laura Dinneen said: Too much, too much! Reasons behind Branded Facebook Page attrition rates: http://t.co/ajjB5f9 [...]

  2. [...] 10 Most Popular Reasons for “Unliking” Branded Facebook Pages [...]

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