I came across an interesting report by ExactTarget. According to the study, expectations by brand fans on facebook skyrocket after they hit the like button. While the older demographic expects more personalized and relevant messages from the company, the younger demographic is not so permissive.

That raises the fundamental issue why don’t the marketers ascertain the major reason(s) a fan has signed up. Their relevancy, speed and engagement tactics should be guided by the individual need states of their fans, not by the collective whole. Seems so obvious, isn’t it?

That less of it is practiced is evident from the desertion statistics. 55% of those who have liked a brand do not want to see any posts from that brand, 31% end up actually ‘unliking’ the brand. Can the marketers afford such a big ‘leaky bucket’?