Fans will ‘like’ and share content, but will also ‘unlike’ a brand if they aren’t happy
SEPTEMBER 27, 2011 – Hoping to build engagement with their fans on Facebook, brands and companies chase after “likes.” But engagement means different things to different people, and consumers are open to several different ways to interact on the social site.
A January 2011 survey from Chadwick Martin Bailey and Constant Contact asked Facebook users who were fans of companies how they interact with brands on the site. Most (77%) read the content posted by a brand, but only 17% said they share information about the brand with others.
“The Evolution of Facebook Brand Fans” study, from DDB Worldwide and OpinionWay Research, went a little deeper. The survey, from July 2011, found that 83% of US Facebook users who have “liked” a brand have also clicked the “like” button for content published on a brand’s Facebook page. Worldwide, 80% had done the same. Other popular ways to engage included recommending friends also “like” the brand (60% in the US and 55% worldwide), taking information published by a brand and passing it to a friend (57% and 58%), posting content from a brand on a user’s wall (56% and 52%) and leaving comments on posts from the brand (53% and 50%).
Both of these studies show that Facebook users are engaged with companies’ brand pages and want to read content, share with friends and post brand content long after originally “liking” a page. But “unliking” is also a very real possibility. The DDB Worldwide and OpinionWay Research study also asked users why they might break up with a brand on Facebook.
Most of the responses related to the information brands provide, with 46% of both US and worldwide Facebook users saying they would unsubscribe from a brand page if the information was not interesting. Interestingly, worldwide users were more likely to unsubscribe if the brand itself was no longer of interest (49%), while US users were more sensitive if the brand posted information too often (46%).
Marketers know that building a Facebook page is not just about collecting “likes” but building relationships with these fans and getting them to share and discuss brand-related content. Fortunately, consumers are willing to do so if the content posted is relevant and interesting, and marketers can leverage that to keep pages growing.
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