Advertising Age and the Ipsos Observer people released new research [1] in mid-February that sought to better understand the social media habits of US consumers.
To no one’s surprise, Facebook is the dominant social network through which users want to receive communications from marketers. Nearly 75% of Facebook users have liked a brand, and more than 33% have liked six or more. That’s a lot of love, certainly enough to excite marketers.
And why do Facebook users like brands? The number one reason is the hope of getting discounts and other rewards from the marketer. This means Liking isn’t a brand builder, it’s a discounting technique to build brand sales volume. Admittedly, less sophisticated consumers may see liking as increasing a brand’s desirability, but that positive effect can’t last forever.
TNS released a similar study in late 2010, which included Canadians, and found:
- We have an average of five brand friends (similar to liking) across all social media we’re using, above the global average of four
- We also befriend brands mainly to get free stuff
- 26% of social media users have searched a product or service in a social network, presumably because they believe the brand conversation is more credible in that medium
Facebook liking is to liking the way Facebook friending is to friendship. Powerful if used wisely, but like so much of what’s on the Internet, it’s not what it appears to be.
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