New Research: Why People Unfollow on Social Media

New Research: Why People Unfollow on Social Media. I thought we had something special here … If you’ve noticed your Facebook, LinkedIn, Twitter, and other social media accounts are losing followers, the reason could be closer than you think. First the good news: 86 percent of social users want to follow brands on social media, and they do. Top 5 Annoyances on Social Media When Sprout asked respondents what most annoyed them about the brands they followed on social media, more than half (57.5 percent) cited “posting too many promotions.” The next three most popular responses concerned style and tone: using too much jargon, having no personality, and trying to be funny when they’re not. Sometimes brands hesitate to respond when they don’t yet have an answer to the question or issue at hand. At least tell the original poster you received his or her message and are working on finding the answer. Then follow up as soon as you find it. Takeaways: Go back to your audience personas and make sure that your social content is addressing the topics, issues, and challenges that are most important to them. Yes, over-posting will lose followers on social media … but so will under-posting. According to Sprout’s survey respondents, the answer is a definitive “yes!” So, are you doomed to social media failure if you happen to find yourself in one of these industries?

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New Research: Why People Unfollow on Social Media

Hey guys! Where ya going? I thought we had something special
here …

If you’ve noticed your Facebook, LinkedIn, Twitter, and other
social media accounts are losing followers, the reason could be
closer than you think.

Recently our friends at Sprout Social released the results from their
survey
of more than 1,000 Facebook, Twitter, and Instagram
users to find out what annoys them most about the brands they
follow … and which brand behaviors drive them to un-follow.

First the good news: 86 percent of social users want to
follow brands on social media, and they do.
So if your CMO
is trying to wave off your losses with “nobody follows brands
anymore,” you may want to encourage a closer look.

Top 5 Annoyances on Social Media

When Sprout asked respondents what most annoyed them about the
brands they followed on social media, more than half (57.5 percent)
cited “posting too many promotions.” The next three most popular
responses concerned style and tone: using too much jargon, having
no personality, and trying to be funny when they’re not. And nearly
one quarter (24.7 percent) were most ticked off by lack of
responsiveness to their messages.

Takeaways:

  • I’ve noticed among my own clients that, if sales start to drop
    or the industry hits a slump, the first thing they want to do is
    amp up promotions. And while I can understand their motivation,
    this is a good way to lose…

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