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26/09/2012 by
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How Likes Influences The Consumer Experience

Market research company Lab42,  which surveyed 1,000 social media users about how they interact with brands on Facebook, found that hey feel connected to brands they “Like” on Facebook, but that relationship can end just as swiftly as it started.

Consumers are viewing a brand’s Facebook presence as more important than ever. But 48% have “Unliked” a brand if it posts too often. Let’s take a deeper dive into the interesting  statistics of the value of the “Like” button and reasons people click it.

With millions of users sharing with friends which products they Like, Facebook is the ultimate matchmaker for brands: 69% of those surveyed said they “Liked” a brand on Facebook because a friend “Liked” the brand.

Top Three Ways People Interact with Brands on Facebook:

  • Print off coupons/discounts
  • “Like” a comment on posts on brand’s page
  • Learn about new product

Reasons Why 73% Have “Unliked” Brands

  • Brand posted too frequently and cluttered newsfeeds
  • Stopped liking the brand
  • Bad customer experience

The “Like” Button as a Money-Saver

  • 77% have saved money as a result of “Liking” brands on Facebook
  • 66% have saved $20 or more in the past 12 months
  • 17% have saved more than $100

About 35% of consumers also reported they feel brands listen to them more on Facebook than anywhere else.

You can check the study in the Infographic below (click on in for a larger view):

For me, the most interesting result of this study is that about 50% percent of consumers think a brand’s Facebook page is more useful than a brand’s website.

So my advice to smart, innovative and (social) CRM driven brands: lead your audience to your branded websites, iframed within your Facebook Pages. Why?

If the mountain won’t come to Muhammad, then Muhammed must go to the mountain.’

Same case for Moses and definitely for brands as well.

So what do you think? Would you move your business more to Facebook based on these facts? Looking forward to your thoughts!

 Source: Lab42


About the author

Laurens Bianchi is an online marketing professional from the Netherlands and has been blogging on ViralBlog since 2008. Currently Laurens is a Managing Partner and Commercial Director at ICON&Co. Within the company Laurens is responsible for online and social media consultancy.