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25 Feb

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Study Reveals Facebook Fans’ Expectations

February 25, 2011 | By | No Comments

What are consumers’ expectations for interacting with a brand on Facebook? Cynthia Boris of Marketing Pilgrim shares the answer and additional choice details from ExactTarget’s Subscribers, Fans and Followers: The Social Breakup report. Here’s a snippet:

  • 51% of consumers expect a company they Like to send them marketing messages
  • 40% don’t expect the company to send marketing messages
  • 63% of people who Unlike a company do so because the brand gunks up their wall with too many messages
  • 43% Unlike because their feed as a whole is overwhelmed with marketing messages
  • 38% Unlike because the brand is “boring”
  • 26% hit Like to take advantage of a particular deal, only to Unlike soon after

Perhaps the most interesting stat from this summary is that 63% say that Unliking doesn’t affect how they feel about the brand. Good news? Maybe. Yet even if the consumer continues to have a good opinion about the company, the action of Unliking takes away an important connection that could have been used to develop a brand-advocate relationship.

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