Study: Why people are unfollowing your brand

A recent survey looked at annoying behaviors that send fans fleeing. The data suggest, though, that proper techniques, such as engaging your audience with a human touch, can boost sales.

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What do your customers really want on social media—and what annoys them or turns them off?

To find out, Sprout Social recently conducted a survey of more than 1,000 people to get their thoughts on various aspects of branded social media content. Although the survey pool is relatively small, some compelling trends emerged from the data, and they are worth noting for those looking to maximize their company’s social media presence.

First off, respondents indicated that the most annoying thing brands do on social media is over-promoting.

It’s been said many times before, but social media is not a broadcast platform; it’s a conversation medium best suited to two-way interaction, as opposed to blasting out ads. Yes, social media platforms have massive reach, but you can’t ignore the social element, and you can’t approach it as you would other media options.

Paid ads are a different story, but your social media content, on balance, should not be overly promotional. Sprout’s findings once again underline why.

Other annoyances include:

These reasons were also reinforced when looking at why people unfollow brands.

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