Great post from Jay Baer on the recent study "The Social Breakup." While this post might intimidate a lawyer, accountant, business appraiser, or other professional advisor to business - and some marketers in their firms - it is important.
My key take-away: social media, while potentially powerful, is maturing. Users are more and more selective in their choices about who they follow (people and brands) and we (marketers) can't do anything about that. So, how does that impact our strategies to reach and serve our target market(s)?
Take a few minutes to read the post and download the study.
Money quotes from Jay:
The current relationship between companies and consumers via social media and email is unsustainable.
We know that Twitter follows and Facebook likes are essentially digital bumper stickering. Clicking a “like” button one time isn’t exactly a blood oath. But if consumers are growing wary of email, which is a proven method of fostering deeper company-to-customer relationships, we’ve got a big problem brewing.
We are smothering our very best customers with an invitation avalanche, asking them to hang out with us in every digital clubhouse we can devise. And the reality is, they just aren’t that into us.
- When no longer interested, 25% of consumers just delete, ignore, or filter emails (undetectable by marketers)
- When no longer interested, 57% of consumers just ignore or remove companies’ Facebook post from their News Feed (undetectable by marketers)
- 47% of consumers who have created a Twitter account are no longer active on Twitter, creating ghost town accounts (undetectable by marketers)
What we find in “The Social Break-Up” is that consumers are already growing tired of speed dating brands, and will be playing increasingly hard to get. How can you rekindle the romance?
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