Consumers have limits on what they want to see from brands on social networks
This year more than half of the population in Australia—11.4 million people—will be social network users, according to eMarketer estimates. Among that social population, there is a fair bit of familiarity with brand social activity. According to a December 2012 survey from Latitude Insights and The Social Hatch, 82% of social media users had connected with a brand via a social site. On Facebook alone, nearly three out of 10 users reported connecting with 11 or more brands.
Users everywhere often connect with brands on social to get discounts and promotions. And in Australia that certainly holds true—to some extent. Seventeen percent of social media users who had liked a brand on Facebook said they had done so to get a discount. That figure was slightly lower for the other social networks studied.
But getting deals was only the third most popular reason to connect on Facebook. The No. 1 reason was to enter a competition, at 39% of respondents; in second place, 20% of respondents connected in order to simply show their support of the brand. On Twitter, the primary reason to follow a brand was to keep up with news and current events.
The responses show that while offering discounts is certainly popular with social media users, there are plenty of other ways to get consumers’ attention and forge new connections.
But just as there are ways to bring consumers into the social-brand fold, there is also plenty brands can do to turn off users. More than four of out five social media users in Australia reported that they had ditched a brand on social.
Too many posts was the primary reason social media users had removed or blocked a brand connection—and by a wide margin. That was followed by more than one-third of social media users who had disengaged because content was not interesting; the same percentage said they had only “liked” the brand to enter a competition or get a discount, so they disconnected once that was over.
Social media users know how to curate their connections and are sensitive to feeds overwhelmed by unwanted content. The takeaway is to create relevant and interesting content that keeps users engaged—even those users who may have only signed on to benefit from the latest promotion.
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