Study: Poor messaging tactics hurt social brands

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Indianapolis—Internet users who unsubscribe, unfan or unfollow brands on social networks do so because of irrelevant, too-frequent or boring marketing messages, according to a study by e-mail marketing company ExactTarget.

The company's “The Social Break-Up” study was based on a survey of 1,500 Internet users in December and January. Among Twitter users that unfollow a brand, 52% said the content became repetitive or boring, 41% said their newsfeed was overcrowded with blatant marketing overtures, and 39% cited too-frequent postings by a particular company.

Facebook users rejected brands for slightly different reasons: 63% “unliked” a company due to excessive postings, and 38% have done so because content became boring or repetitive.

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