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ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS researchseries is the irst o its kinda groundbreaking body o work thatsets aside theories, assumptions, and widely-held belies to ind outhow consumers want to interact with brands through Email, Facebook,and Twitter. Our reports draw on real consumer experience collectedthrough extensive ocus groups, as well as online surveys derived romwhat we hear rom people in those ocus groups.To date, SUBSCRIBERS, FANS, & FOLLOWERS has explored both“why” and “how” consumers engage with brands across the mostpopular interactive marketing channels: Email, Facebook, and Twitter.We identiied the unique characteristics o these interactive channelsand shared key strategies or capitalizing on the strengths o each tobuild an eective, integrated marketing program.I you think o a consumer’s online interaction with your brand as atreasured relationship (and you should!) the next logical step is toexplore the termination o that relationship, or what we’ve dubbed:“The Social Break-Up.”
In this report, we explore consumers’ motivations and actionsas they terminate their relationships with brands through Email,Facebook, and Twitter:
consumers’ intent to do business withbrands in the utureTo get a complete picture o the consumer-brand relationship,marketers must understand the relationship rom beginning to end.By examining the reasons why people
with brands, wegain valuable insight into what drives engagement through Email,Facebook, and Twitteras well as what actions can inadvertently driveconsumers away ater the social honeymoon is over.