Statistics show how people interact with brands after they ‘Like’ them
For online business utilizing Facebook to communicate with audience members, engagement often begins at the ‘Like’ button.
We understand that’s how business look at the social network, but how do consumers interact with businesses on Facebook?
DDB Worldwide and OpinionWay Research released a study in July 2011 called “The Evolution of Facebook Brand Fans”. This study looked at the ways US and worldwide Facebook users interact with a brand’s Facebook page.
Here’s a rundown of the top six types of interaction the study reported:
-83% of US respondents reported clicking on the ‘Like’ button for content published by a brand that you follow.
-60% of US respondents reported recommending that a friend follow a specific brand on Facebook.
-57% of US respondents reported passing information to a friend that was published by a brand.
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-56% of US respondents reported using content published on a brand page on your wall.
-53% of US respondents reported leaving comments about information published by a brand.
-51% of US respondents reported leaving a message on a brand’s wall.
These statistics show that Facebook users have a genuine interest in engaging with brands that they like. They pay attention to the content the brand produces and share with friends.
However, since Facebook is a social network at its core, designed with the intent to help people stay in contact with their friends and family, businesses need to consider their messages.
Just like all publishers, valuable content has to be shared with audience members. Depending on the brand, this can mean a few different things. Valuable content can include information on how-to do something, news on sales items or coupons for discounts on products.
According to the same study, the two biggest reasons why people unsubscribe from a brand’s Facebook page are:
-The information available was not interesting (46%)
-Information was published too often (46%)
At the bottom of the list was the complaint that “information was not published often enough.”
It’s important to find a happy medium for publishing content, which is dependent on your audience. After you find the right amount, be consistent with it.
For more information from this study, including worldwide statistics, check out this article from eMarketer.
