Advertising via Social Media Can Easily Backfire

Relevation Research, a custom-marketing research firm, surveyed US online consumers and found out that 52% them, over the age of 16, have liked, followed or subscribed to feeds of a company/brand on social media networks. But later on, close to a third of those followers took a U-turn and dumped the companies/brands they were following and distanced themselves from the brand on social media.

Afterwards, many ex-followers reported that they view the brand more negatively, shop/visit it less often and wind up spending less. The survey found out that males are quicker to make the break than females and to regard the brand more negatively after the break.

Relevation Research surveyed 1,500 nationally representative online US consumers to find the single biggest reason for the break up is the brand coming on too strong. That is, the brand pushed too hard and got clingy with excessive posts, tweets or other communications. Failure to deliver on a promise of deals and failure to engage or offer value via communications are other leading brand break-up catalysts.

Consumers also cite the old “it wasn’t you, it was me” as a reason for dumping the brand — meaning consumers lost interest in the topic, were never interested and only signed up at a friend’s request, or pruned their circle.

“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,” Nan Martin, Managing Director at Relevation Research, said. “It’s that very thin line between courting and annoying. Right now some brands are effectively drawing people in, but then undermining their equity by what happens next with their social media activity.”