Although some companies do not still believe in the impact of social networks, the truth is that they are one of the most powerful communication media that exist today.
These are the latest data from the University of Galileo on the use of social networks worldwide:
According to this report, 32% of Facebook users interact with some business and 30% of Instagram users have purchased a product they found on the net.
It is clear that being present on social networks is no longer a novelty for companies but rather a structural part of their communication and sales effort.
But what makes a person decide to stop following a business or brand profile digitally?
A study conducted by Sprout Social found that 56% of consumers stopped following a company on social networks due to poor customer service, while 51% stated that irrelevant content was the main reason that led them to Unfollow a brand.
Also, consumers do not like their comments or publications to be ignored, so 29% decided to stop following a business account when they did not receive a response to what they posted. And only 14% Unfollowed a brand when they resorted to an Influencer (a person with thousands or millions of followers, with credibility and impact on social networks that mentions a brand).
It is clear that the consumer’s engagement with a given brand is, nowadays, one of the key elements within the company’s marketing strategy.
For this reason, keeping the previous points into account is important to avoid users´ disconnection.
Remember that any tactical action you take digitally wise must be led by a strategy, and that there is no such thing as an only recipe for all companies. Your objectives and audiences, your brand identity, the intelligence you can generate through analytics and – above all – the understanding of your industry’s media consumption, are the backbone upon which you can manage an effective content relation.