The most-frequently cited reason Facebook users give for “unliking” a brand is that it posts too frequently, according to a new report from Exact Target and CoTweet. Data from “The Social Break-up” indicates 44% of Facebook users list this as a top reason for unliking a brand they once liked on Facebook.
Virtually tying overposting as a top reason for unliking a brand on Facebook is having an overcrowded wall (43%, more than one answer permitted). Other leading reasons include content becoming boring and/or repetitive (38%), and only liking a company to take advantage of a one-time offer (26%).
Reasons Users Unlike Brands on Facebook
Unliking Top Negative Reaction
Report data indicates brands will often know when a Facebook fan changes their mind, as 43% of Facebook users will unlike a brand when they no longer want to see its posts. Another 38% click the “X” in their news feed so they don’t see the brand’s posts and 19% do nothing but ignore the posts.
Reaction to Unwanted Posts on Facebook
More than Half of Facebook Users Have Changed Mind after Liking Brand
Fifty-five percent of Facebook users have liked a company and then decided they no longer wanted to see its posts. In addition, 51% say they rarely or never visit a brand once they have liked it. A full 71% of fans say they have become more selective about what brands they like.
Unliking Not the End of the World
Report data show that a consumer’s decision to “unlike” a company has surprisingly little impact on the perceived likelihood that they will buy from that company in the future. In total, 63% of consumers said they were as likely or more likely to purchase something from a company after ending their Facebook relationship. Another 18% said they only “unlike” a company if they never bought anything in the first place.
[Via]