September 19th, 2011 • Posted by Kathleen Gardenswartz • Permalink
By all accounts, your local brand is stellar, engaging and on top mind right? On paper you might be perfect, but online it's a different story. Recently, there's been a great deal of discussion about "Facebook fatigue" but there is real evidence that Facebook brand fatigue is happening across the board.
So why do fans want to break up with your business on Facebook? Well, according to a new study by DDB Paris, one main reason is a serious lack of interesting, attention-grabbing information. There's a great deal of drivel being pushed on consumers, they are bored and are reacting by un-liking brands on Facebook. Ouch!
"Engagement on Facebook brands' walls is down 22%," said Michael
Scissons, CEO of social-media software and services firm Syncapse. "But
declining engagement has less to do with brand fatigue in general than
with marketers doing a bad job and shoving boring [content] at
consumers."
There is a silver lining however. Businesses that are able to engage and deliver valuable, rich content to consumers will see their brand shared more frequently.
It's really about building relationships from the ground up, creating a bond with consumers which is what local businesses do so well. Your business's ability to build local relationships and connect one-on-one will drive your success online. Facebook is merely and extension of what you are already doing right each time a customer walks into your retail establishment or interacts with your business.
