A University of Denver study has found that the biggest reason behind Facebook unfriending is a very obvious one: too many unimportant posts.

This should come as no surprise to PR pros, who constantly talk about “having a good story to tell” and “creating entertaining or informative content.” But still, it’s worth noting.

“The 100th post about your favorite band is no longer interesting,” said Christopher Sibona, the PhD student in the computer science and information systems program who did the study. He surveyed 1,500 Facebook users on Twitter for his research. Read more