Why People Unlike on Facebook

Priit Kallas

414 posts

Filed under: Facebook, Social Media, Surveys and stats

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Tags: boring posts, ExactTarget, Facebook, Facebook like, Facebook Unlike, follow, like, liking, marketing messages, marketing posts, permission, post frequency, social media report, Twitter, unfollowing, unliking

ExactTarget released a report (pdf) about how consumers want to interact with brands through Email, Facebook, and Twitter. Some of the interesting stats:

After “liking” a company, 51% of consumers say they expect the company to send them marketing messages, while 40% say they don’t expect to receive marketing messages from the company. (The remaining 9% don’t know what they should expect. Talk about sending mixed signals to marketers!)

44% of men equate “liking” a brand with permission to send marketing messages, while 55% of women make this connection.

Top reasons for unliking and unfollowing are:

• The company posted too frequently (Facebook 44%, Twitter 39%)
• Too much marketing posts and I needed to get rid of some of it (Facebook 43%, Twitter 41%)
• The content became repetitive or boring over time (Facebook 38%, Twitter 52%)

Interestingly about quarter of the people on Facebook (26%) and Twitter (27%) just like or follow a brand to take advantage of an one-time offer.

Posted on: February 22, 2011