Call us 0800 088 7486
Social media marketing initiatives implemented via Facebook fan pages don’t really work as effectively as your fans are “unfollowing”.
An article citing recent research published by Search Engine Watch has gone some way to explaining why fans may be “unfollowing” your brand on the social networking site, and more importantly what you can do to prevent them from doing so.
Research compiled jointly by DDB Paris and OpinionWay found why fans were reaching for the “unfollow” option. Meanwhile a study carried out by KN Dimestore and SocialVibe looked at what effects incentivised advertising had on people’s perception of a brands and their subsequent purchasing behaviour.
Using a combination of the findings found by both studies, here is a summarised version of the reasons and solutions displayed in SEW’s article:
In order to combat this, try to encourage fans to stick around with incentives – such as competitions, giveaways, discounts vouchers, etc. The KN Dimestore/SocialVibe findings display that over 90 per cent of people will pay attention to a brand’s overall message if interacting when an incentive is involved.
The happy medium is to remain consistent. Stick to your brand message, if your post isn’t going to provide anything of significant value to your audience, steer clear. SEW argues that while: “EdgeRank is important, (but) you have to find balance between posting to rank and posting engage readers.”
Therefore it is vitally important to understand the type of content that will interest – without necessarily needing to captivate on a regular basis – your audience. What will they share with others? Using analytics for Facebook’s Share button should go someway in determining this.
News brought to you by ClickThrough – a best practice Internet Marketing Agency.
Two worthwhile reads for the day. Firstly, some sound business advice from the BBC, and secondly, some research from Pew about the importance of the internet for news items.
The first piece highlights the importance of the 360 degree view of your business and the opportunities right now to re-structure for the long term. The second highlights the need to include your business in the news.
