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Facebook and Twitter: The trick is not being hated (access required)

A couple weeks ago, I wrote about the "art" of posting to Facebook and Twitter, from the perspective of an organization that is trying to reach out and share information with readers, users or consumers. At The Daily Record, we blast out breaking news posts on Facebook and Twitter, as well as other news we hope readers will find interesting enough to click on and engage with. But every once in a while, we also use our social media sites to send out a marketing message or two, such as: "Purchase tickets for the 2011 Health Care Heroes Breakfast on March 23 at the Hyatt Regency Inner Harbor. More info:" This is necessary, because we have to promote our events and our paid subscription options through different media in order to reach as much of our audience as possible. But at the same time, we know that most of our Facebook "likes" and Twitter followers did not sign up for promotions. They signed up to receive semi-frequent news updates. The downside to this double-edged sword is the ease with which a user can "unlike" or "unfollow" your page. On Jay Baer's "Convince & Convert" social media blog, he recently wrote a post called "Why You're Pissing Off Half Your Facebook Fans." He reports the findings of new research on why consumers "turn their backs on social and e-mail connections with brands."