Facebook Fans and Brands: Is the relationship worth it?
As one who actively works in the digital marketing space, the questions and research about use and efficacy of Facebook sometimes make you pause and ask yourself if user behaviour, in relation to brands, is similar or markedly different regardless of geography or ethnicity. The other question you try to answer in a practical way is how Facebook and Social Media deliver desirable ROI to brands. How important should Influence be considered? Of course, you then re-assure yourself that using social media is objectives driven and there is no one-size-fits-all approach to it for every brand.
One of the interesting points that came up in a recent study by Constant Contact and research firm Chadwick Martin Bailey, who analyzed the behavior of 1,491 Facebook users is that people interact more with brands on Facebook (34%) than other social networks (Twitter 4%) No surprise there. Some other interesting stats from a marketers point of view include:
- 56% of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook
- 51% of consumers said they are more likely to buy a product since becoming a fan on Facebook
- 78% of consumers who “Like” brands on Facebook said they “Like” fewer than ten brands
Brand Fatigue anyone?
Like fewer than 10 brands...hmmm..this may vary widely by age? The interesting challenge for brands if this is widespread though is can a fan like more than 10 brands and truly stay engaged with them all? I guess brands that want to stay friends and not just remain a must have but largely ceremonial 'like' have to work harder to fit into the fans Top-10-Brands-I-like space.
You can read more about the STUDY here http://www.slideshare.net/ConstantContact/10-quick-facts-you-should-know-about-consumer-behavior-on-facebook
If your experience with Facebook fans attitude to brands is similar or very different do share your opinion in the comments section.
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