Reasons people ‘Unlike’ Brands on Facebook
So why do people ‘unlike’ brands on Facebook? An investigation jointly conducted by Cotweet and ExactTarget revealed the reason why. They were all content related.
44 percent of the respondents dislike a brand name because the companies posted constantly and also the same proportion of people declared that their walls are congested with marketing post. Besides marketing related content, respondents also revealed that they dislike a brand name on Facebook when content became repetitive and boring.
As numerous Facebook users would have experienced, a specific promotion is provided to people who as being a brand on Facebook. 26 % in the respondents only liked the brand to adopt benefit of the promotion. Majority would dislike in the event the promotion ends. Surprisingly, 17 % said that they dislike brands for the reason that posts were too chit-chatty and lacked of real value. The chart below summarizes the findings:
The 1st key takeaway: Since the results demonstrate, brands on Facebook are needed to provide real value to keep consumers engaged. Real value here means more offers and discount, not the chit-chatty stuff. It really is surprising since the majority social media marketers think that being social on social media marketing is really a key to success. That is one is still true, a Facebook page must strike an equilibrium between casual conversations and deal offers.
The next key takeaway: Marketers shouldn’t be too obsessed in the variety of likes the brand is capable of doing. The report said hello best: A consumer’s decision to “unlike” a company has surprisingly little effect on the perceived likelihood that they can purchase from that company down the road. In total, 63% of consumers said these folks were as likely or higher prone to purchase something from the company after ending their Facebook relationship.
Another 18% said they simply “unlike” a company whenever they never bought anything in the first place. It appears the correlation between “unliking” a firm and continuing to have an account with that company is tenuous at best. So while Facebook remains a viable channel for interactive marketing, companies probably shouldn’t place undue increased exposure of offer they are “liked.” Rather, the emphasis should be on fostering an engaged community of fans who choose you adequate to amplify your brand inside their circle of Facebook friends.