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Controlling Your Social Media Strategy

Most franchises and small businesses have come around to the idea that social media is an essential tool for business promotion. But is there a such thing as overdoing the social media aspect of your business?

The website Mashable brings us news of a new study by ExactTarget called ‘The Social Breakup’. Essentially, the study claims that “more than 90% of consumers unsubscribe, “unlike” or stop following brands because of too frequent, irrelevant or boring communications”. This is an eye-opening poll and should lead to a strategic re-think of how businesses court consumers online.

It’s a really rich, comprehensive study of why consumers choose to opt out of a social media marketing platforms. From what I can tell, two of the biggest reasons are boredom and saturation. After an initial exuberance with social media, consumers are starting to display a marketing fatigue. In the future, franchises and small business will need to more innovation in contacting potential customers online. Consumers are showing that opting out of a businesses online platform is as easy as opting in. Here’s a specific breakdown of the numbers, per Mashable.

  • 91% of consumers have unsubscribed from opt-in marketing e-mails.
  • 77% of consumers report being more cautious about providing their e-mail address to companies versus last year.
  • 81% of consumers have either “unliked” or removed a company’s posts from their Facebook News Feed.
  • 71% of consumers report being more selective about “liking” a company on Facebook than they were last year.
  • 51% of consumers expect that a “like” will result in marketing communications from brands, while 40% do not believe it should result in marketing communications.
  • 41% of consumers have “unfollowed” a company on Twitter.
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