We just finished a delightful time teaching and sharing with a razor-sharp group of pros at the CLA’s Leadership Academy. We loved the experience: great people, great conference, great organization. We made lots of new friends.
Something that was central to our message was the strategy of engaging constituents on Social Media not simply using it to push content. We talked with our group about how to balance content and not simply push fundraising and “needs.”
I ran across this while catching up on what had been happening “out there” while we were holed up teaching.
Exact Target did a study appropriately titled “The Social Break-up,” (registration required to download survey). Here’s part of what the Harvard Business Review summarized from Exact Target’s study:
55-percent of Facebook users reported liking a brand and then later deciding they no longer wish to see the company’s posts. Half of fans say that they really aren’t even fans, as they don’t visit the page or web site after the “Like.”
Seventy-one percent of consumers say that they’re now becoming more selective about the brands they like.
When asked why consumers were breaking-up with brands in Facebook and Twitter, the top reasons cited were:
- The company posts too frequently
- My wall was becoming too crowded with marketing posts
- The content was too repetitive or boring
Notice that many of these “fans” weren’t really fans. Too frequent posts, repeating posts and too much selling were deadly. And as always, boring is a killer.
Be careful about only pushing content.
Social Media really is about the conversation. And that means you have to talk “with” not talk “to” your audience.
What do you think? Surprised by the findings? How are you working to avoid these kinds of problems. Love to hear your thoughts.
Steve Thomas
Partner, Oneicity
(photo credit: Waifer X)
