Why Breaking-up with a Brand is Easy To Do

Photo courtesy of ExactTarget

Nothing is worse than pouring your love into a relationship where it is not welcomed or reciprocated. Do you remember when Sex and the City’s Carrie Bradshaw was fuming after Berger broke up with her via a Post-It note? At least he acknowledged it, whereas, in today’s market, people can break up with a brand and the brand might not even know it. We call it the “Silent Break-Up” and it’s sucking your resources.

According to a recent study by ExactTarget, fans’ typical reaction when they no longer want to see posts from a company on Facebook is 19% just ignore their posts, 38% click ‘X’ in their news feed (ouch!), and 43% go to the trouble of “unliking” your brand’s fan page.  Out of the 46% who will tell you to your face, 26% admitted to only liking your brand for a one-time offer. How’s that for a one-night stand?

Social networks make it so easy to unlike and unfriend as they do for you to like and friend someone. It’s no wonder breaking up with a brand is so easy to do. However, if you don’t do a quality check on your network once in a while, you could be wasting your time on people that are hiding your posts in their news feed. A waste of time, money and resources.

These days, 71% of Fans say that they have become more selective about “liking” companies on Facebook. And why shouldn’t they be, after all it represents their identity. Yet the reason for abandonment is different depending on the platform. For example, on Facebook 63% unlike a brand due to excessive posting, whereas on Twitter 52% abandon ship because you’re boring or repetitive.  So remember this: Roses and Red, Violets are Blue, Maybe they are just not that into you. Oh and just in case you don’t remember the Sex and the City clip, here it is for your enjoyment.


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About Tracy Sestili

Tracy Sestili is CEO and Chief blogger at Social Strand Media. She is also the author of Taking Your Brand from the Bench to the Playing Field -- Social Media Fundamentals for Business.


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