With 82% of people who like brands on Facebook saying they do so because it is a good place to interact with the companies they love, and 75% claiming to feel more connected to a brand after liking them, Facebook has shown yet again that it plays an important part in any small business marketing plan. Social media is continuing to rise in popularity as more businesses take advantage of this inexpensive marketing channel, and the reasons are clear.
But for brands who notice people starting to click the unlike button, panic can set in and you may wonder where your company went wrong marketing to this powerful network of prospective and loyal customers.
According to a study done by Lab42, there are three main reasons people click the unlike button.
- Brand posted too frequently – Social media is meant to be a conversation, but posts that fill newsfeeds can be annoying and turn people off to the company. If your brand wants to be taken seriously, it is important to avoid posting too frequently and instead, only post when you have something of value to contribute to your fans.
- The customer stopped liking the brand – There are a number of reasons why a customer may stop liking your brand. In some cases your company may have taken a political stance, or may have said something to turn your prospective customers away. A good example of this was the recent Chik-fil-a scandal over remarks by the CEO. When this happens, your customers may have little hesitation to unlike your page and stop ‘listening’ to your opinions. As a small business, to prevent this misunderstanding and disappointment in your customers mind, it is important to stay positive whenever possible and avoid certain controversies that can turn potentially large markets away.
- The customer had a bad experience – Customer service is what drives people to go from liking to loving your brand. But the opposite can also be true. If your customer had a negative experience with your company, they will be more likely to unlike you on Facebook. To help avoid this, it is important to deliver top level customer service on each and every transaction. This, after all, is how companies such as Zappos made a name and stood apart from their competition.
If your small business wants to not only drive more fans on Facebook, but keep the ones you get, these are important lessons to learn from the market research firm Lab42. What have you done to keep your Facebook fans happy and loyal to your brand?