According to ExactTarget, 41 percent of users who have un-followed a brand on Twitter did so because of too much push marketing. Similarly, 43 percent of Facebook users who have "unliked" a brand or fan page do so for the same reasons.
We all know the exponential growth of social media and the abilities it has given organizations to market their brand. We also know the all-powerful rule that "content is king," and sending out relevant, useful and valuable information is the key to engaging your followers. The question is: When does social media marketing become too much for the user?
Even though a user has found his or her way to a specific company page or subscribed to its newsfeeds, the user can still be overwhelmed with too much push marketing - too many status updates, too many advertisements and so on. It's essential to find the right balance of push and pull marketing.
Here are a few tricks we've learned about maintaining a progressive and equal relationship with our users.
- Find an equal balance between RSS feeds, original content, questions and engagement.
- Don't overload your Facebook fan page. One or two posts a day is the perfect amount.
- Twitter is like a radio station; there are many different listeners at any given time, so keep the content flowing.
- Posting several times a day to your LinkedIn status is fine, but don't overdo posting in groups - once a week is a good schedule.
- Encourage engagement among your fans and followers.
- Don't post something unless it is of interest or adds value to your audience.
Think about your organization's relationship with its users as you would a business relationship offline - too much push marketing simply puts off your clients. Too little marketing and you find your users won't be interested in following you.
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Amy McIlwain is a professional speaker on social media and president of Financial Social Media, an online marketing firm specializing in the financial industry. She can be reached through her website at www.financialsocialmedia.com and on Facebook, LinkedIn, and Twitter.