Maybe They’re Just Not Into Your Social Brand Anymore

The relationship between consumers and brands may be just like any other
relationship. They have ups & downs and sadly, sometimes they end
(Believe it or not, some recent studies found that consumers might be
more loyal to the brands they follow than their significant others). The
reasons these social brand relationships end are very similar to real
life relationships as well.   The brand may get too clingy, the brand
might not be who the consumer thought they were or maybe they brand and
consumer just grew apart. Like real relationships, knowing where things
went wrong can help you make better decisions in the future.

shutterstock_82998790 copy• Nearly 40% of online adults say
they have rarely ended connections
with brands on social media. 24%
say they have never ended a social
brand relationship

The top reason that consumers have ended a relationship with a brand on social networks do so is too many updates. One in three consumers who ended a relationship indicated this

• 22% said the brand’s value was different from the initial perception

• One in five consumers who ended a social brand relationship didn’t see any value in staying connected

• Less than 10% signed up after seeing an ad but didn’t want to stay socially connected with the brand

What Does This Mean To You?

Breaking up might not be hard to do on social media – it’s as easy as clicking a button – but it can be expensive to your company. 17% of adults who follow a brand on social media check their updates on a daily basis; nearly one in four did so at least once a week. That is a great deal of potential sales that your company could be losing. It all comes down to value and targeting. A consumer may say that they are getting to many updates – but they are often saying they are getting to many updates that they really have no interest in. The top reason consumers follow brands is to receive discounts and offers – so leverage that to get more information. After they “like” or follow you, offer them a significant discount if give you more information. This will allow you to tailor information to their wants and needs . It will help ensure that your social message to consumers is not “spammy” and that you are continually bring value to them. Without sounding like Dr. Phil, the most important thing is not to take advantage of the relationship. By giving the consumer what they want, you will continue to get what you need. For more information on how to maximize you brand through social means, please contact your Sun Sentinel representative or:
Julie Otto
Advertising Marketing Manager
954.425.1158
jotto@sunsentinel.com
www.sunsentinel.com/mediakit

Source: SocialVibe; eMarketer

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