The Top 3 Reasons Fans Unfollow You

HootSuite polled its networks and found the consistent crimes that cost brands their followers

Written by Mira Shenker

Are you diligently posting your content multiple times to reach users in different time zones? Careful, you may be alienating your core fans. Developer HootSuite asked its followers on Facebook, Twitter, Google+ why they unfollow brands on each social network. While not every grievance applies across the board, there were some common issues across all the networks.

Based on tweets and comments, these are the top three reasons users are unfollowing people or brands.

1. Volume

Facebook fans complained about overposting. “When you post the same message 3+ times a day, it just gets annoying,” wrote one user. You may be trying to reach fans who missed it the first time, but don’t overdo it. You don’t want to become spam.

Google+ users, on the other hand, complained that they’re not getting enough content from brands they follow. The main complaints were brands or people who don’t respond to comments or queries (though, like Facebook users, Google+ users also dislike seeing the same content repeatedly).

Twitter followers took issue with high-volume, low-quality tweets. Colour and personality is good, but watch out for too many spur-of-the-moment, boring tweets. Remember, your Twitter feed isn’t a stream-of-consciousness journal.

2. Engagement

Over 40% of respondents, across all three social networks, said they would unfollow a brand’s page purely because they don’t feel a connection anymore. One Facebook user commented, “It’s nothing personal, I’m just maintaining a manageable signal to noise ratio.” Don’t be the noise in this scenario. In other words, don’t get lazy and become robotic: your audience will notice.

Read Don’t Be a Robot: How to Defend Your Brand Online

3. Attitude

Across all networks, users seem to react badly to a negative vibe. It’s probably a good idea not to trash your competitors, but you can still have a personality and an opinion. Just be measured and if you create drama, gauge your fans’ response to see if there’s an appetite for that. As Dave McClure proved with his moderately abusive talk at the International Startup Festival, some audiences like to be knocked around a little.

What do you think? Does this change anything about your approach? Leave your comments below.

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