Why do Customers Friend Brands?

8/09/2010 06:12:00 PM


Lady Gaga has over 12 million Facebook fans. Starbucks just surpassed 10 million Facebook fans last week. It's social media, and it's fun. But how many of your customers are fans of your brand and what do they want out of that relationship?

According to our latest research, only 50% of Facebook users “friend” brands; this means that more than half of users don’t friend brands, and the ones who do generally just friend one or two.

For the consumers who do friend your brand, what are they looking for? Discounts!

So when developing your social media strategy, keep in mind that consumers are looking primarily to receive promotions, with secondary goals of learning new information first and being entertained.

*Please note the source was originally cited incorrectly. Source: Chadwick Martin Bailey and iModerate Research Technologies as cited in press release, noted in eMarketer, March 10, 2010. Ages 18+. Note: Respondents are fans of at least one brand.


Michael E. Rubin said...

Interesting data. I'm curious why there was no mention of "To Receive Customer Service" or Support?

Michael E. Rubin
Social Media Strategist, Fifth Third Bank
Disclaimer: I am a Fifth Third employee, and this is my opinion.

SEO Federico Caramella said...

Very interesting research, guys!
This is useful when planning a social media campaign for our clients, nothing's more important than know what they're looking for!

Carly said...

I agree with Micheal E Rubin here actually, when I've worked with brands' Facebook pages, people have become a fan to ask for support too.

Additionally, some people like to get 'closer' to the brand. They buy into a lifestyle and want to carry on living it and experiencing it with others that buy into it too. I guess this could go into the 'fun' category though...

Adriana Gallegos said...

Good to know since I deal a lot with trade promotion campaigns.