Reasons to Follow Brands on Facebook
Data from a 2010 survey showed that the top reason users ‘liked’ a brand on Facebook was to receive discounts and promotions (25% of all respondents), whilst only 8% wanted to be the first to know the latest information on the brand.
However, just a year later a similar survey has shown a slight shift in results which now shows that the leading reason for liking a brand account on Facebook was to receive the latest news about the brand (62%), closely followed by users wanting new product information.
What can marketers learn from this? Contests, giveaways, and special offers are still valued by fans, but not always required. Mature brands in the social space may explore creating content that engages fans with the latest news and product information in innovative ways.
Additional research was also carried out in order to discover the ways that Facebook users felt that brand pages could be improved. These results showed that 39% of users felt that advance information and previews of future products and offers would enhance a page, whilst 33% felt that the ability to take part in games and competitions was a worthy addition. Interestingly, 21% of participants also thought that the ability to order products from the brands own Facebook account would also be beneficial. (This can actually be done on the account of one of our own clients; Balloons Web Facebook Account.)
These results show that users are interested in being more involved. This means that social media marketers must find unique ways to involve the fan in something that is more meaningful than just another sweepstakes. They want excitement, competition, and the ability to take part in something with others. Secondly, fans are beginning to expect social media marketers to take this involvement with the brand into the offline world. To help this happen, a closer marketing convergence will surely be required so that opportunities in the real world can also be extended to fans.
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