Why Your Brand Needs Facebook

Your Facebook site is the place that users like to interact with your brand, possibly even more so than your corporate web site.

Even though this survey from Lab42 has a small sample of 1,000 compared to the estimated 900 million Facebook users, its findings reinforce the need for a robust and well maintained Facebook page.

87% Like brands on Facebook and only 13% said they did not.  More importantly 82% felt that Facebook was great place to interact with brands and 35% of these folk felt that brands listened more to them on Facebook than elsewhere online.

Incentives remain the biggest motivation for people to follow brands on Facebook. Promotions, discounts and giveaways were the biggest motivation for 55% of respondents.  Printing off a coupon was the top way that people interact with a brand page on Facebook and 77% felt they had saved money by Liking a brand on Facebook.

Too many posts though will turn off your Followers and make them Unlike the brand page.

However the news is not all good as some products have an uphill battle to get Likes.  Adult novelty items, diet and weight loss products all are causes for embarrassment and the reason people are reticent about being associated with a brand that produces these.  Perhaps somewhat surprisingly, Health and Wellness products rank third on the ‘Like Embarrassment’ scale.

Gauri Sharma, the CEO of Lab42 says of the survey: “We feel these insights alone will spur brands to re-evaluate and question the effectiveness of marketing tactics directed at their Facebook consumers, as the findings directly challenge the notion that more likes equals more customer loyalty. For example, 46 percent have liked a brand that they have no intention of buying from, and of those, 52 percent liked a brand just to get a free item. Forty-six percent said they like brands even if they can’t afford the brand’s products.

While there’s no definitive answer of how every single brand should interact with their Facebook consumers to maximize the use of time, money and resources, we feel strongly that we’ve only begun to scratch the surface in truly understanding why consumers like specific brands and if their display of ‘loyalty’ on Facebook translates to a higher lifetime value.”

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About thedigitalconsultant

Roger Smith is an international, digital consultant and former British Council Director of Online Operations within the East Asia region. http://thedigitalconsultant.blogspot.com
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