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Featured Companies
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Making, Breaking Connections
| Meghan Boyer
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>> Published Date: 4/25/2012
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Social media is a great way to develop a bond with consumers, but beware. Make the wrong move, and your efforts can have the opposite effect, according to Relevation Research, a custom-marketing research firm.
Fifty-two percent of U.S. online consumers greater than 16 years old have liked, followed or subscribed to a company or brand via social networking, a recent study on social media from Relevation Research found. But not everyone stayed connected. Nearly one-third of them later stopped following the companies and brands.
It gets worse. After distancing themselves from the brands on social media, many consumers report they now view the brand more negatively, and this has affected the frequency with which they purchase from them.
What’s the biggest reason for consumers making a social media break?
They feel a brand is coming on too strong, pushing too hard, and making excessive posts, tweets and other communications. Other reasons consumers bail? It’s when a brand fails to deliver on a promise of deals or fails to offer value via the online communications.
“At present, marketers are too cavalier, and even abusive, with their approach to social media relationships because it’s a powerful tool which can pay off but only if used thoughtfully,” said Nan Martin, managing director at Relevation Research. “It’s that very thin line between courting and annoying.” GP
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