Saturday, March 26, 2011

Saturday Catch-Up with our man from McVay Media

Why Consumers Leave Brands on Social Networks

twitter Losing a fan on Facebook, subscriber in your database, or follower on Twitter is one of the most costly breakups for your brand. This week in connected, we’ll take a look at the actions and motivations behind your audience’s “social divorces” from your brand online, based on an interesting new study from ExactTarget, an interactive marketing company.

E-mail Marketing

While e-mail marketing has become perhaps the most common marketing tool of major brands, ExactTarget reports, “77% of online consumers say they’ve become more cautious about giving companies their e-mail address over the last year.” 

While caution should be used in sending unsolicited e-mails or messages that lack value for your recipients, it’s undeniable that e-mail is a “universal” way to reach consumers. 

The biggest reasons that people tag unwanted e-mail as spam or leave the database:
-    The recipient does not recall giving the company permission to send them an e-mail.
-    After trying to unsubscribe, they continue to get e-mail.
                                                                                         -    They deemed the content of the e-mail as poor and want to “punish the sender” by unsubscribing.

Nearly one out of five subscribers of e-mail continually hit delete or ignore e-mail from companies they dislike—rather than h itting the unsubscribe or spam button. That’s why it’s important to watch the open-rate of e-mails. When your open rate declines, you should be concerned that you are missing the mark on delivering value to your subscribers.

Facebook Marketing

“Liking” your brand on Facebook is a bold statement for your audience to make. Less than 60% of Facebook users have “liked” at least one company on Facebook. If they like you enough to tell their friends by publicly complimenting you with a like button, that’s HUGE! Handle the relationship with care. Here are the biggest turnoffs to users who have liked a brand on Facebook in the past. 

There is still is a dim silver lining around a user’s move to “unlike” a company on Facebook. That is that ExactTarget’s study points out that 63% of consumers say they are 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.


Similar to e-mail marketing and Facebook marketing, if the user does not get value from following your brand on Twitter they will stop following you.  Twitter is more about making every tweet interesting rather than limiting the frequency of your posts. A high quantity of tweets is okay, as long as they are interesting.

Most Importantly

Some key takeaways from this database marketing study include:

  • Engage with your audience in a fun and interesting way, regardless of the platform.
  • Be cautious about appearing to be too self-promoting or self-focused.
  • Know your audience. Know what matters to them.

About the Writer

DisplayFuture-minded and passionate, Daniel Anstandig’s experience includes developing digital business strategies for media companies, designing content strategies for broadcast and interactive, and coaching executives. He is President of McVay New Media, and editor of's new media newsletter, "Connected."

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