Social Media: Why Friends and Followers Leave Brands

by Dorina Lanza · 5 comments

in Strategic Marketing

I received an interesting blog post in my inbox today. It gives some useful metrics on why people in the US leave brands they were following on social media like Facebook, Twitter, and email. We can all learn something from these statistics.

Over 80% of consumers say they have “broken up” with at least one brand on Facebook, Twitter, or email. The main reasons are that the marketing messages are either: And the main reasons are that they find the messages that they are getting are irrelevant, boring, or there are too many of them.

As far as Facebook goes, 63% of fans there have “unliked” a company because of too many posts while 38% of have “unliked” a brand because posts were boring or repetitive.

On Twitter, 41% of users say they’ve stopped following a brand. Boring content is the main culprit (52%). Frequency is less of a concern (39%) for these users but clutter is more of a concern (41%).

Over 90% of email users say they have unsubscribed to a brand’s list. The main reasons are too many emails (54%), repetitive or boring content (49%), and cutting back on email subscriptions (47%) in general. In addition, 17% delete these emails as soon as they arrive, and 8% hit the spam button.

What can we conclude from this? Well, my conclusion is that people do pay attention to what you send out. So, respect your followers. Keep your content quality high and your message frequency reasonable. Only speak when you have something useful to say. Otherwise, you will become one of these statistics!

Here is the link to the full article.


Note: The study was conducted by ExactTarget and CoTweet. The findings are based on a survey, conducted from Dec. 2010 to Jan. 2011, of 1,506 online adults in the US.

{ 4 comments… read them below or add one }

Earl Morrison February 26, 2011 at 4:04 am

This discussion makes a lot of sense. At first I was enjoying the tweets, but I kept getting more that were had both boring content and were much too frequent.


administrator March 1, 2011 at 9:59 pm


I found it interesting too. People need to keep their content relevant and interesting!



Aurelio Stemen October 23, 2011 at 12:37 pm

You’ve got a great weblog here! Would you like to make some invite posts on my blog?


Allen Truglia March 25, 2012 at 3:48 am

Wow, awesome blog layout! How long have you been blogging for? you make blogging look easy. The overall look of your site is excellent, let alone the content!


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