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In the ongoing discussion about the worth of a relationship of a brand on Facebook, DDB and Opinionway Research put together a study to help put more context to how people “like” and “unlike” brands.  In a world of word-of-mouth, isn’t it ironic that advertising directly from the brand wins?

…But what triggers Facebook users to “like” a brand is typically some form of outreach. Most commonly, that outreach comes from the brand itself. Three-quarters of Facebook users worldwide who had “liked” a brand told DDB Worldwide andOpinionway Research in September 2010 that they had been spurred to do so by an invitation or advertising from the brand they followed…

…The effort brands must put into amassing fans doesn’t stop there, of course. While the top reason former fans gave for unsubscribing from Facebook pages was waning interest in the brand, complaints about the information offered on fan pages were also a major factor. Posting too often or posting uninteresting information, taken together, turned off nearly half of respondents….

eMarketer, October 2010