Churn

In the context of social media, churn refers to the rate at which users can be seen to withdraw, to stop interesting themselves with, or to disentangle themselves completely from a social media platform, brand page, or account over a given span of time. It spotlights, in a quite undiplomatic way, the unfollowing, unsubscribing, or 'distancing oneself from' appearance of a digital audience that, just previously, was all up in your social space. Disengaging could happen for any number of reasons secreted in the henhouse of user motivations—a shift in personal interests, for one; for another, surprise!

—a better alternative. It might be said that user churn is dangerously close to associating with platform abandon, which is undoubtedly a digital form of leaving someone standing at the altar. For businesses charmed by the idea of using social media to maximize their reach and revenue potential, user churn probably also signals declining 'customer' loyalty and diminishing 'customer' satisfaction, too.