How Consumers Interact With Brands on Facebook [STUDY]

How Consumers Interact With Brands on Facebook [STUDY]

People interact with their favorite brands on Facebook far more than on any other social network, according to a recent study of online consumer behavior.

The study, conducted by Constant Contact and research firm Chadwick Martin Bailey, analyzed the behavior of 1,491 consumers ages 18 and older throughout the United States and revealed a number of details about how people interact with brands on the world’s largest social network.

When it comes to “Liking” brands on Facebook, the reasons are varied, but for the most part, respondents said they “Like” a brand on Facebook because they are a customer (58%) or because they want to receive discounts and promotions (57%).

SEE ALSO: 13 Best Practices for Restaurants on Facebook

Being a fan, for the most part, is a rather passive activity. A whopping 77% of consumers said they interact with brands on Facebook primarily through reading posts and updates from the brands.

A measly 17% of respondents said they interact with brands by sharing experiences and news stories with others about the brand, and only 13% of respondents said they post updates about brands that they Like.

The study also pointed to a number of encouraging stats for businesses, including:

• 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

Contrary to another study published in February that stated that 81% of consumers have either “unliked” or removed a company’s posts from their Facebook News Feed, this study reports that 76% of consumers said they have never “unliked” a brand on Facebook.

For brands looking to make the biggest impact on Facebook, it is essential to share compelling content, minimize marketing messages and refrain from overwhelming readers with too frequent updates.

View the complete study here:

10 Quick Facts You Should Know About Consumer Behavior on Facebook

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99 Tools to Help You Generate Leads with Social Media

About Jamie Turner and the 60 Second Marketer

Jamie Turner is the Chief Content Officer for BKV’s 60 Second Marketer, an online magazine that provides tools, tips and tutorials for marketers around the globe. 

Jamie has been profiled in the world’s best-selling marketing textbook and is the co-author of How to Make Money with Social Media.

He is also an in-demand Keynote Speaker at events, trade shows and corporations around the globe.

Table of Contents

• A Word from Jamie Turner 4
• The Social Media ROI Cycle 4
• Let’s Dive In 6
• Tools to Help You Manage Your Twitter Account 7
• Tools to Help You Manage Facebook 8
• Tools to Help You Manage Your Websites and Blogs 8
• Tools to Help You Manage Multiple Social Channels 9
• Content Creation and Integration Tools 11
• Qualitative Social Media Monitoring Tools (Sentiment Monitoring) 12
• Quantitative Social Media Monitoring Tools (Tracking and Analytics) 13
• Comprehensive Social Media Monitoring Tools (Quantitative and Qualitative) 15
• Tools to Help You Reverse Append Email Addresses to Find Out More About the Con-tacts in Your Database 16
• Miscellaneous 17
• A Final Word 17

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7 Proven Ways to Integrate Social Media on Your Site

Overview

The explosive growth in social media marketing over the past few years has rended scores of carefully crafted corporate websites irrelevant as marketing tools. But don't take our word for it. Just Google it. Analysts, journalists, bloggers and marketing thought-leaders have been singing thi tune for awhile. Jeremiah Owyang started leading the chorus back in 2007 when he was at Forrester Research (he's now at Altimeter Group.). The corporate website is an unbelievable collection of hyperbole, artificial branding, and pro-corporate content, " he said. "As a result, trusted decisions are being made on other locations on the Internet... networks, rating sites, chat rooms, and even blogs."

That may have seemed like a radical notion at the time, but now it seems downright prescient. Today, big brands boast 10-20 million "likers" on their Facebook pages and "f-commerce" (e-commerce on Facebook) is factoring heavily in their future plans. Comcast (Arguably) delivers better customer service on Twitter than customers can get on the phone, leading its CEO to proclaim " It has changed the culture of our company."

YouTube has been the springboard for corporate crises when customers or employees have become disgruntled, but it also helped a geek wit a lab coat and a miniscule marketing budget increase Blendtec's sales by 700 percent nad land an appearance on the Today Show. In fact, viral video can provide such a powerful marketing boost, brands were vying to hire Ted Williams, the homeless guy with a "golden voice", to be their next announcer. His nearly overnight gig for a Kraft Mac & Cheese commercial turned into a feel-good moment that landed the brand on the viral video chart. 

Obviously, social media inspires a whole lot more passion and interaction than the typical corporate website. Connected consumers want to share their opinions, they look to "friends" and subkect matter experts for advice, and their confidence in corporate brand-speak is way down the list. 

It's only natural to speculate whether or not this is " The end of the destination Web era" as Steve Rubel, a VP at Edelman Global, did not long ago. And in that case, must marketers cede a significant part of corporate branding, loyalty and lead-generation to websites they don't own?

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