The saturation in the updates causes overload in the users. They feel saturated by the excessive updating of brands in social networks. The study published by SocialVibe has made public the fact that in October a third of American users who abandoned a brand, did so because of excessive frequency in their publications.
Determining where the limit of updates considered reasonable by users is somewhat complicated. It is considered a very subjective data. Luckily this is not a very common practice, users have proven to be tolerant with brands. 1 out of 4 users fail to follow a brand, sometime, the same percentage of those who confess never to have done so. For its part, 39% have followed this policy few times.
One fact is that users follow the brands in search of special offers and promotions. These actions, they work. Twenty percent of those polled by SocialVibe indicated that they often bought some product often thanks to this connection with the brand, while this strategy sometimes works with 27% of the sample components.
The basis is to take into account the tastes and preferences and the users, and know how to address them. LinkedIn, for example, always gives the option to its users that they choose with whom they want to share its content; Just like Facebook allows you to select who you want to see your message. It is a recommended practice, in order to encourage engagement and improve the impact of the message.
Another aspect to take special care of is the tone of the communication and the language used. However attractive an offer may be, the customer may not agree to accept it at that time, although it would agree to share it, if the message prompted it, and in addition it would bring an additional advantage. This allows the user to take ownership of the campaign, make it their own and, as such, interact with it. It is no longer an intrusive message, but an element that comes to enrich your time line, with interesting content and quality. Brands can not treat Media 2.0 as an advertising channel, but as a means of communicating with their target audience. It’s not about selling, it’s about talking.