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Too many social network posts may land your brand on the chopping block

March 1st, 2012

Bizrate InsightsIf you inundate your social media friends with too many posts, you may lose them.  Sixty-two percent of online buyers have “unfollowed”, “unliked” or “turned off” people, groups, or companies from their social network, according to the latest research from the Social Media Flash Surveys from Bizrate Insights.

Too many posts and irrelevant content are two of the top reasons for why brands get the axe. We’ve had to do that even with people we like – one for instance, who posts so much it takes up an entire Facebook page or two before we get anyone else.

Online buyers receptive to shared info

Shopping cartHowever, online buyers are very receptive to shopping information shared by friends and family via social media.  47% agree that “likes” or links to products/retailers made by friends are a “great way to discover new products, brands, trends or retailers” and 17% “have bought something based on a friend’s post.”

“The latest findings show that while social media is used by some as a place to discover and share products and brands — shopping is the third most popular social media activity among online buyers — it is still primarily a place for connecting friends, families, and ideas,” says Eileen Tan, director marketing, Bizrate Insights.

“However, these findings should not discourage retailers from sharing.  Rather, it should encourage retailers to think strategically about how each of their social media messages fits into the broader landscape of their customers’ lives and interests. Be relevant and create great content for your customers.

It’s not just about being present.  The goal should be developing a longer term conversation and sharing posts that your customers will find compelling, newsworthy, and ultimately share-worthy.”

View the full series of reports from the Bizrate Insights Social Media Flash Surveys.

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