Mike Andrew Consulting

Overposting Drives Away Facebook Fans

By mike, Feb 14 in blog with 0 comments

The most-frequently cited reason Facebook users give for “unliking” a brand is that it posts too frequently, according to [pdf] a new report from Exact Target and CoTweet. Data from “The Social Break-up” indicates 44% of Facebook users list this as a top reason for unliking a brand they once liked on Facebook.

Virtually tying overposting as a top reason for unliking a brand on Facebook is having an overcrowded wall (43%, more than one answer permitted). Other leading reasons include content becoming boring and/or repetitive (38%), and only liking a company to take advantage of a one-time offer (26%).

Unliking Top Negative Reaction

Report data indicates brands will often know when a Facebook fan changes their mind, as 43% of Facebook users will unlike a brand when they no longer want to see its posts. Another 38% click the “X” in their news feed so they don’t see the brand’s posts and 19% do nothing but ignore the posts.

More than Half of Facebook Users Have Changed Mind after Liking Brand

Fifty-five percent of Facebook users have liked a company and then decided they no longer wanted to see its posts. In addition, 51% say they rarely or never visit a brand once they have liked it. A full 71% of fans say they have become more selective about what brands they like.

Unliking Not the End of the World

Report data show that a consumer’s decision to “unlike” a company has surprisingly little impact on the perceived likelihood that they will buy from that company in the future. In total, 63% of consumers said they were as likely or more likely to purchase something from a company after ending their Facebook relationship. Another 18% said they only “unlike” a company if they never bought anything in the first place.

3/4 of Online Consumers Have Facebook Account

Almost three in four (73%) online US consumers have opened a Facebook account. Sixty-five percent are active Facebook users, and 42% are fans. The fan percentage rises to 64% among Facebook users.

comScore: Facebook Leads Top Website Engagement

Facebook represents the largest share of time spent by US internet users of the top five most-visited websites, according to a new white paper from comScore. “The 2010 US Digital Year in Review” indicates that Facebook increased its share of total US internet time 71% between December 2009 (7.2%) and December 2010 (12.3%).

About the author

Mike Andrew has been working with the Internet and small business for over 12 years. Mike has been a keynote speaker at conventions and seminars and conducted social media training sessions all over the world. Mike has an extensive media background having worked in electronic media for over 30 years. Mike specialises in social media and Internet marketing strategy, SEO techniques and search engine marketing campaigns. His articles appear on numerous blogs around the web as well as national magazines.