Why Consumers "Like" Brands on Facebook

A recent study by ExactTarget examined reasons why people “Like” brands on Facebook. They found that the top three reasons were to receive discounts and promotions, show support for the company to their Facebook friends, and to get a “freebie.” “Consumers use Facebook to interact with friends, be entertained and express themselves through their public affiliation with brands - factors that combine to create a potent viral marketing platform,” said Jeff Rohrs, principal, ExactTarget’s research and education group.  “By engaging consumers on Facebook in a way that keeps them entertained, brands have an unprecedented opportunity to mobilize Fans and get introduced to their friends."

Some key findings:

  • 64 percent of all U.S.  consumers—and three quarters of Millennials—have created a profile on Facebook making it the “default” social community.
  • 40 percent of Facebook users who become fans do so to receive discounts and promotions, 39 percent become fans to show their support for a brand to others.
  • Consumers’ capacity for exposure to brand messages via Facebook is limited—half of all fans “like” only one to four brands and only 17 percent of consumers say they’re more likely to buy after becoming a “fan” on Facebook.

This study indicates that not all brand fans on Facebook are Brand Advocates.  Marketers need to distinguish which fans are the true champions for the brand and energize these Advocates to spread positive Word of Mouth and help drive sales.

Learn how to harness the power of Brand Advocates and Word of Mouth by registering for our upcoming webinar with WOMMA, “Turning Facebook Fans into Brand Advocates” on September 22 at 11 AM PST/ 1PM EST.

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