There are many variations of an old adage in advertising that goes something like this, "I know that half my advertising works...I just don't know which half!" I wondered who first came up with this humorous statement and according to my research it was probably John Wanamaker in the late 1880s. You can follow this link to some other people that are credited with using some variation of this quote.
What holds true with figuring out what part of your advertising works also applies in a somewhat similar fashion to social media. Why do you receive unsubscribes from you email marketing, or "unlikes" from your Business Facebook Page, or why do people stop "following" your company on Twitter? There was a recent article from Entrepreneur that provided some results from a report from ExactTarget, an interactive marketing services provider.
Some of the results make perfect sense, such as 54 percent of consumers unsubscribe from emails because they get too many of them. The same holds true with Facebook, too much posting causes 44 percent to "unlike" your page. The results were a little different with Twitter, evidently consumer don't mind getting a lot of Tweets but 52 percent stopped "following' because the tweets were boring and repetitive.
There is a lot more information in the article regarding not only what consumers dislike about these three forms of social media, but what they like about them as well. If you're interested in more information on this topic there is a link to ExactTarget in the article. I followed the link and they are having a Webinar on this topic on March 15th. In this instance the Ides of March might be a good thing for your company if you pick up some good tips at the Webinar.