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Image courtesy Fan Page List

You have seen the social media fan numbers for top corporate brands. You have read about the power of Facebook for brand engagement. You are still wondering whether Facebook is a really meaningful advertising or marketing platform for your business. You want to understand the story behind the Likes. What you really need is an insight into how customers/consumers use Facebook for engaging with brands. Constant Contact and the research firm Chadwick Martin Bailey have conducted a study of 1491 consumers that provide us with exactly such insights.

It comes as no surprise to know that 52% of Americans over the age of 18 spend at least an hour on Facebook every week. The interesting data is in additional information such as:

  • Facebook is the most popular social platform for customers to engage with brands; it garners 34% of customer attention compared to 9% via online forums and bulletin boards.
  • A Facebook Like is meaningful as over 75% of such customers only choose to follow less than 10 brands.
  • It is interesting to note that 76% of customers say they have never UnLiked a brand – it may be hard to get customers to follow you but they don’t give up on you easily either!
  • The top two reasons that customers Like a brand’s Facebook page is because they are existing customers and that they are looking for discounts and coupons.
  • And what to kind of engagement to consumers experience through Facebook? They largely follow posts and news feeds and look for discounts.
  • Proving that an engaged customer is a happy customer, 58% of people say that they are more likely to recommend a brand after they have Liked it and 51% say that they are more likely to buy a product from a brand they Like.
What do the numbers from this study really mean? It seems entirely worthwhile to figure out a solid Facebook marketing plan. Keep the page alive and active with timely posts and interesting updates. It is obviously tactically important to offer deals and discounts on a regular basis also. Don’t fret too much if you do not see comments and wall posts from fans as that isn’t the norm even for the most engaged customers!
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