Tuesday, January 1, 2013

Why Fans Like or Unlike Brands on Facebook

This is a follow up post to our 5 Ways to Lose Twitter Followers from 2011. The previous study was conducted by Hewlett Packard, called The Social Breakup, where they studied why consumers liked and unliked brands on social networking sites. 

This follow up study was conducted by Lab42 in an effort to help businesses and brands better understand how to build their online brand awareness. 

Lab42 conducted an online survey asking 1,000 social media users how they felt about Liking brands on Facebook. 87% of people surveyed said they have Liked a brand on Facebook, where 13% reported they have not.

Of those 87% who have liked a brand on Facebook, 82% said that Facebook is a good place to interact directly with a brand. Out of these people, 35% said they felt brands listened to them on Facebook, where 65% felt brands did not listen to them. These are surprisingly high numbers.

Observation: we often come across companies that are using a one way sale promotion on their social media channels, not interacting with fans, and often fan questions go unanswered for months at a time. It's important to properly manage your social media channels, not just posting promotions and messages on Facebook.

More stats:

- 73% of people surveyed said they have unliked a brand on Facebook because the brand page posted to frequently. This was a big factor in the last social breakup study as well.
- 75% of people surveyed said they feel more connected to a brand on Facebook
- 69% say they Liked a brand on Facebook just because their friend has
- 46% of fans have Liked a brand, but had no intention of buying from them, noting they either Like the brand out of support, wanted free gifts, or liked the brand but felt the brand’s products were too expensive.
- 47% felt that brands clutter their newsfeed
- 30% of people are concerned about their privacy, so they have chosen to not Like brands on Facebook

Lab42 also published the top 5 motivators for liking a brand on Facebook:

- 34% said promotions/discounts
- 21% said free giveaways
- 20% specified other
- 14% said loyalty
- 11% said brand trust

Source: http://ow.ly/gt3No 

We would love to hear from you. Have you unliked a brand on Facebook? If so why.
As always, please do leave a comment.

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