The ever-growing use of brands using social media to promote themselves is becoming more evident and here at OSM we often write about social media marketing. Just some of our recent posts include a look at how to improve customer dialog with company social media and a look at the pros and cons of social media marketing tools.
We also took a look recently at how brands are taking new marketing approaches specifically concerning mobile social networking, but sometimes it’s worth remembering that brands can lose customers too. An article by Erica Swallow over on Mashable looks at the motivations for customers to unsubscribe, ‘unfollow’ or ‘unlike’ brands via e-mail, Twitter and Facebook, by looking at findings from a study “The Social Break-Up.”
The study of over 1,500 consumers was conducted by ExactTarget, a social media and e-mail marketing services company, and the statistics involved may well surprise you. A staggering 90% of people who cut communication with companies using e-mail, Twitter or Facebook, said they did so because communications were “too frequent, irrelevant or boring.” Details from the study include Reasons Why People Unsubscribe From Opt-in E-Mails, How Subscribers React to Uninteresting E-Mail Messaging, Reasons People ‘Unlike’ Brands on Facebook, and so forth.
One of the major findings is that 91% of customers who receive opt-in company e-mails have unsubscribed at some point and the main reason given (54%) was e-mails coming too often with the second highest reason (49%) being that the e-mails were boring or repetitive. As far as ‘unliking’ or removing brands on Facebook, 81% of people have done so. 44% of ‘unlikes’ say it was because of the high frequency of posts while 43% said it was because their ‘wall’ was too crowded with marketing posts.
When looking at Twitter 41% of people have ‘unfollowed’ brands and the main reason people ‘unfollowed’ was because content was repetitive or boring (52%). For more on the figures and some images showing breakdowns head to the Mashable link above. Meanwhile if you want to find out more about the positives of business use of social media then an interesting article with infographic by Willie Wee over on Penn Olsen, sourced from Socialcast, could help you out. It looks into how social media strengthens companies and suggests 5 steps for implementing consumer social media strategies.
Are you part of a company that successfully uses social media? If so please share with us any advice for preventing consumers unfollowing, unliking or unsubscribing, by sending us your comments.
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