We’ve been talking a lot about how to attract fans on Facebook, engaging them and retaining them but do you know what causes them to ‘un-follow’ or ‘un-fan’ your page? Do you know that they WILL stop subscribing to your page?
Take a look at the results of a recent survey:
32% indicated that they decided to abandon your page because your brand does not excite them anymore. Perhaps your competitor became more appealing, or they have simply outgrown your brand, or you’ve lost your ‘spark’ that drew them to you on Day 1.
Whatever the reason is, 32% sure is a figure to watch out for and you may want to consider monitoring the growth / decline of your fan base. If it is increasing day-by-day, identify what interests them and what keeps them and keep at it. If it is declining, it’s time to examine what went wrong. Throw a survey or hold a discussion - find out what are your fans looking for and improve on it.
It is also interesting to note that fans are also turned off if a page is updated with new posts too often. Too much information may be seen as spamming and you definitely do not want your fans to perceive it that way. The general rule of thumb is 2-3 updates, spaced out throughout the day (e.g. 1 morning, 1 afternoon, 1 night) and ensure that it is quality content (related articles, updates, reports, etc). Of course, it still comes down to how your fans respond to your updates and each page differs from another. Take sometime to spot trends among your fans – you won’t go wrong that way.
“You may want to watch out for this one as fans can also opt to hide your notifications / updates on their news feed apart from unsubscribing if they are unhappy.”
Now you know what drives your fans to unsubscribe from your page. Want to know what drives them to subscribe to your page? That will be next!