I don’t suppose it will be a great shock to any of you that there is new research out that shows marketers can be their own worst enemies. The study comes from Bridge Ratings and is entitled The Facebook Fatigue Dilemma. There is quite a bit in the study but the section I found of relevance to us today concerns why users unfriend or unlike a brand. Not surprisingly, it’s because they are being inundated with marketing messages, and while they can’t really control which ads they’re seeing (more about that in a second), they can control what pops up in their news feed by telling the brand to go away via unfriending.
What they study shows, as reported by eMarketer, is “44% of respondents “unliked” a brand on the social media platform when the company posted too frequently. Likewise, 43% of those polled said they “unliked” brands because their Facebook walls became too crowded with marketing posts, forcing them to cut down on the number of brands that they follow.”
As marketers, we forget sometimes that our brilliant messages are not the only messages the consumer is seeing. While what we have to say is important both to us and the consumer (hopefully), we are just one of a thousand messages the consumer is seeing that day. We need to learn to shut up unless and until we have fresh content that’s relevant to the consumer.
Of course, we can also do a little educating. Going off on a tangent here, I’m convinced, based on my discussions with many Facebook users, that most people have no clue how to tune their Facebook feeds to serve them. I’ve yet to see any marketer run a campaign within Facebook helping users to use the platform (and to presumably keep your incredibly helpful posts front and center). Do you use the little drop-down tab in each and every news feed post to tune the stream? How about using lists to segment various things? Do you actively report your feelings about various ads to the Facebook algorithm to help make what you see more relevant?
Media isn’t a megaphone. Marketing isn’t a monologue. We need to learn to shut up until we really have something to say, don’t we?