Reasons Users Unlike Brands on Facebook

When developing your brand's conversation calendar, it's clear that while content and frequency are key, don't over-saturate your fans with too much contact or content. For, if you do, as seen from ExacTarget/CoTweet research, your followers will abandon you:

• Fully 44% of Unlike's for brands on Facebook come due to too much posting by the brand
• Further, with 43% abandoning due to too many offers from brands, it's clear your content must engage your customers/potential customers in ways that have nothing to do with your services or your offers. This means you must make certain you dialogue with customers in utilitarian and lifestyle manners, offering them tips and advice on bettering their lives in ways related to your brand, but not overly promotional. Remember, brands are social, brands are media; but don't push your product in ways that turn members off. They want to be part of a community and your community thrives around the "brand feel," not necessarily around your product offerings and deals
• Conversely, 24% abandoned brands on Facebook because they didn't offer enough deals. (This traffic might move over to the new Facebook Deals activity instead, so look for integration there for your brand to capture them back and meanwhile look to your Facebook Page to develop your brand.)

What will be interesting here is the rising use by digital marketers of Facebook for both brand awareness (Pages/Community) and brand direct response goals (Facebook Deals). While Community and Deals can co-exist, with Facebook Deals launching, direct response goals might be abandoned completely from Pages and brand community development will flourish there - because users won't even think of going to brand Pages for Deals.