SUBSCRIBERS, FANS, & FOLLOWERS research series is the first of its kind—a groundbreaking body of work that sets aside theories, assumptions, and widely-held beliefs to find out how consumers want to interact with brands through Email, Facebook, and Twitter. Our book draw on real consumer experience collected through extensive focus groups, as well as online surveys derived from what we hear from people in those focus groups. To date, SUBSCRIBERS, FANS, & FOLLOWERS has explored both “why” and “how” consumers engage with brands across the most popular interactive marketing channels: Email, Facebook, and Twitter. We identified the unique characteristics of these interactive channels and shared key strategies for capitalizing on the strengths of each to build an effective, integrated marketing program. If you think of a consumer’s online interaction with your brand as a treasured relationship (and you should!) the next logical step is to explore the termination of that relationship, or what we’ve dubbed: “The Social Break-Up.” In this book, we explore consumers’ motivations and actions as they terminate their relationships with brands through Email, Facebook, and Twitter: • Why consumers end brand relationships • How they go about terminating these relationships • The impact of this “social break-up” on consumers’ intent to do business with brands in the future To get a complete picture of the consumer-brand relationship, marketers must understand the relationship from beginning to end. By examining the reasons why people disengage with brands, we gain valuable insight into what drives engagement through Email, Facebook, and Twitter—as well as what actions can inadvertently drive consumers away after the social honeymoon is over.

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