Facebook users are far more fickle than Twitter users when it comes to liking/following and unliking/unfollowing brands on their respective social networks, according to the latest research from GlobalWebIndex.
According to GWI, 29 percent of active Facebook users liked a new brand or product during the past month, compared with 24 percent following new brands or products on Twitter.
The gap was more pronounced on the negative side for brands, as 29 percent of Facebook users stopped following brands or products in the past month, nearly double Twitter’s 15 percent.
GWI said in an email to SocialTimes:
Facebookers and tweeters who have unliked or unfollowed a brand are among the most prolific users of both networks, being considerably ahead of the average active user for metrics such as visit frequency and number of behaviors undertaken.
Perhaps most important, those who have unliked/unfollowed a brand have not necessarily grown tired of this activity, per se; 54 percent of this group on both Facebook and Twitter say that they have also liked/followed a new brand over the same period. For at least one-half of this group, then, they’re unfollowing brands in order to improve the relevance and appeal of the interactions they’re having on social networks; some brands are being cast aside, but others are taking their places.
Readers: How often do you like/follow and unlike/unfollow brands on Facebook and Twitter?