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facebook-like.jpgThere you are, busily marketing your business or brand through social networking and suddenly you’re experiencing a rash of unsubscribes, unfans, unlikes or unfollows on your email, Facebook or Twitter accounts. What’s going on here? It’s like that old Righteous Brothers hit, “You’ve Lost That Loving Feeling.” Only this time around it’s not a mid-60s teenager who’s hurting — it’s you!

ExactTarget, an Indianapolis-based interactive marketing services provider, has released “The Social Break-up,” a report exploring why consumers terminate their relationship with businesses and brands through these three major social media channels: Facebook, Twitter and email marketing. Much like a romantic relationship, social network bonding begins with an initial attraction, whereby the consumer becomes a subscriber, fan or follower. But what is it that prompts that same enamored person to unsubscribe, eliminate their “Like” status or just ignore communications from your business completely?

In the case of email marketing, the trigger that prompts 54 percent of consumers to unsubscribe is when the offending company bombards a subscriber’s email with too many marketing messages. Another 49 percent opt out when your content is boring. Becoming overwhelmed by email in general accounts for 47 percent, and those who say the content was never relevant from the beginning makes up 25 percent of unsubscribers. Read the rest of this entry »

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Establishing a presence on Facebook is as important for your business as setting up a website was, say, five years ago. The problem is, just like launching a website, setting up your company’s Facebook business page is not exactly intuitive.

Of course, the basic steps of setting up a Facebook business page are, well, basic. You just register your page, invite friends and customers or clients to “Like” your page and secure your unique page username or short address — that is, Facebook’s web address, slash your company’s name (e.g. http://www.Facebook.com/yourcompanyname). But there’s a lot more to creating an enticing business page than just slapping your logo on it, adding a few coupons and hoping customers and potential clients will stumble across it.

To go beyond the basics, brands, corporations — and even celebrities — have been chomping at the bit for Facebook’s recommendations on consultants who can help enhance or create a more engaging Facebook business page — replete with contests, customer questionnaires or even adding on Facebook-integrated social features to their own websites. Read the rest of this entry »

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