The most-frequently cited reason Facebook users give for “unliking” a dealership's Fan Page is that the dealer posts too frequently, according to [pdf] a new report from Exact Target and CoTweet. Data from “The Social Break-up” indicates 44% of Facebook users list this as a top reason for clicking the "unlike" link on a dealership's Fan Page that they had previously clicked the "like" button for.
Virtually tying overposting as a top reason for unliking a dealership on Facebook is having an overcrowded wall (43%, more than one answer permitted). Other leading reasons include content becoming boring and/or repetitive (38%), and only liking a dealership or car company to take advantage of a one-time offer (26%).
- Unliking a Dealer's Page is Top Negative Reaction
Report data indicates car dealers will often know when a Facebook fan changes their mind, as 43% of Facebook users will unlike a dealer's page when they no longer want to see its posts. Another 38% click the “X” in their news feed so they don’t see the dealer's posts and 19% do nothing but ignore the posts.
- More than Half of Car Buying Facebook Users Have Changed Mind after Liking a Dealership Fan Page
Fifty-five percent of Facebook users have liked a car dealer or OEM brand and then decided they no longer wanted to see its posts. In addition, 51% say they rarely or never visit a dealer's Facebook Page once they have liked it. A full 71% of fans say they have become more selective about what brands of cars and dealerships they like.
- Car Buyer "Unliking" Dealer Facebook Pages is Not the End of the World
Report data show that a consumer’s decision to “unlike” a car dealer or OEM brand has surprisingly little impact on the perceived likelihood that they will buy from that dealership or brand of car in the future. In total, 63% of automotive consumers said they were as likely or more likely to purchase something from a car dealer after ending their Facebook relationship. Another 18% said they only “unlike” a dealership or car company Facebook Page if they never bought a car or had their vehicle serviced at the dealership in the first place.
- 75% of Online Automotive Consumers Have a Facebook Account... And They Use It!
Almost three in four (73%) online US consumers have opened a Facebook account. Sixty-five percent are active Facebook users, and 42% are fans. The fan percentage rises to 64% among Facebook users.
- comScore: Facebook Leads Top Website Engagement Among Automotive Internet Users
Facebook represents the largest share of time spent by US based Automotive Internet Users (AIU) of the top five most-visited websites, according to a new white paper from comScore. “The 2010 US Digital Year in Review” indicates that Facebook increased its share of total US internet time among automotive consumers by 71% between December 2009 and December 2010.
Charts and Data Source: www.MarketingCharts.com