eMarketer shares that research has been fairly steady on why consumers sometimes choose to un-friend brands. Research by SocialVibe found one-third of US internet users who had ended a social connection with a brand did so because the company simply posted too many updates.

Update overload is subjective; it can be difficult for brands to gauge how often is too often. Many web users told SocialVibe that they checked for brand updates on social media fairly frequently: 17% said they did so every day, while another 23% did so at least once a week. Marketers can be confident that a steady stream of updates is appreciated by many users, but flooding social timelines with posts remains a danger.

Read more details on this study at eMarketer.