Have you as a brand ever paused to think about what an honor it is for somebody, anybody, to Like your Facebook page or choose to follow your tweets? Outside of business reasons, how many brands have you followed on social? It’s a big deal for John Q. Public to invite you into their circle of friends and ask to hear from you. What kind of social content are you rewarding them with?
Below are quick, easy ways to immediately make someone regret Liking you. You see, they only want to self-identify with cool companies, and the things below make you markedly uncool.
Posting too much
A bigger issue on Facebook, but even on Twitter, each post should be new, breaking news type info. If you hog feeds, you’ll be seen as “clutter.” People like to clear clutter. Plus there’s no way you’ve got that much A-grade material. I’m not just making this up, a Lab42 study found posting too frequently is the #1 reason users unlike a brand.
Using social as a one-way megaphone
You’re not listening, you’re not responding, in general you’re making your fans feel like they’re there for you and not the other way around. The above study cites bad customer experience as the #3 reason fans dump brands on social. As for not listening, you’re only hurting yourself. 86% of consumer feedback online is being missed by brands, and 70% of marketers collect no social data about their competition.
Do you really think your fans don’t know you want them to buy your product? So chill out and don’t make every post a breathless pitch. A Vanson Bourne study found 48% don’t want marketing messages at all. Another study (MediaBrix) shows people find ads disguised as content annoying, and 85% said it changed their opinion of the brand negatively if it had an effect at all. Yet…the study also found a great many marketers think this kind of disrespectful fake-out is effective.
Proving you’re uncommitted and/or lazy
Inconsistent posting that swings from radio silence to spammy barrage, auto-DMing that ruins the human-to-human social advantage, connecting social networks so Twitter hashtags show up in your Facebook posts, meaningless posts (“tell us your plans for the weekend!”), using an inhuman corporate voice, all prove to fans that for your brand, social is a pesky afterthought. Considering social makes up just 10% of brands’ digital marketing spend, and annual digital marketing operating budgets were a whopping 2.5% of company revenue in 2012, lack of commitment probably starts at the top.
There are certainly other annoyances: going hashtag crazy, not targeting or mis-targeting offers (studies indicate a 66% increase in engagement with proper targeting), asking fans to jump through hoops for you with no reward for doing so, etc.
But there are two bits of really good news. One; social management platforms now exist that make posting, listening, targeting, responding, and analyzing easier and more of an integrated process than ever. Doing social the right way is more do-able. And two; the rewards of not chasing fans away are great.
The Vanson Bourne report shows 68% of social users researched a product or service recommended by a friend, and 15% of those bought based on the recommendation. Win your fans’ trust, and they’ll get you new customers without a frantic hard sell. And 82% of respondents to the Lab42 study said Facebook is a good platform for interacting with brands, with 50% finding the page more useful than the brand’s www.
So your fans are quite predisposed to keep following you. Only you can mess that up and become the uncool kid they don’t want to be seen around.