Now that we’ve looked at why fans unsubscribe (unfollow) your Facebook page, let’s check out how were they converted in becoming your fan in the first place:

Looking at the results above, 75% of the attraction should come from you. This shows that fans are still attracted to what you can offer them by following you and 75% is huge! This also means that attraction strategy is vital to motivate fans to follow you, debunking the myth of “the word will spread just being on Facebook”. See what existing businesses have done to command attention on their Facebook page.

These three “conversion points” pointed out by the survey does not end there. It actually creates a guide on how businesses and brands can create their own social media strategy to MAXIMIZE RESULTS and leverage upon ALL three points above by including:

1. A Driving Vehicle

This is the actual promotional campaign and most businesses are capable of this pretty well – Facebook links plastered everywhere, ongoing contests, weekly giveaways, sweepstakes, webinars, exclusive contents and the list goes on; which is perhaps why 75% of the people are attracted to subscribe to you – you’ve captured their attention. Now what?

2. A Reason to Share

You’ve attracted the masses and now it’s the time to tap into your fans’ networks! Give them a reason to share you with their friends. Organize a bring-a-friend day to your shop, reward active fans, provide quality content or outrageous offers – anything that involves people getting people. Get them involved, create conversations and get your fans to co-promote. Remember, it’s a world-of-mouth on social networks!

3. An Edge to be Found

This may be a little trickier than the above but not the least important. This approach has the potential to draw in those that may not be active on Facebook, those that are skeptical of advertising and even those who think Google is the Internet. This strategy utilizes external resources to draw attention to your business.

This can be done by participating in forums, discussion rooms, local happening sites, blogs and microsites. Also if you’re familiar with SEO, it will definitely provide an additional edge to be ranked highly on search engines. These avenues creates additional content over the internet providing more information and value to your prospects / customers / fans.

The Social Media Strategy

There are tons of ways going about in social media and there really isn’t a perfect formula to success. Every business and brand has to take time and effort to identify what works and doesn’t for them. However, keeping in mind the 3 Conversion Points above in your social media strategy should assist you in what needs to be covered and done.

Click here to check out the ongoing social media series for more social media insights for your brand!

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!