12 October 2010
Brands could soon find that it pays to be social networking savvy, after a new study revealed users who like a brand's Facebook page are more likely to make a purchase and recommend products to their friends.
Web Pro News reports that a DDB and Opinionway survey found that "brand fan" Facebook users were 33 per cent more likely to buy a product, with a further 92 per cent more likely to recommend a product to a friend.
However, the survey also warned brand-happy users can choose to disengage quickly, with 36 per cent of "brand fans" thought to have recently unsubscribed from a brand's Facebook page - a fact that DDB's Catherine Lautier says is enough to set big blue alarm bells ringing.
"Unsubscribers, at 36 per cent, are something to watch out for," she said.
"And though the majority of fans now unsubscribe by deleting a brand from their friends list, brands, when trying to measure the value of their community, are going to need to be more mindful of those who just hide the brand's message in their newsfeed."
Calling on Facebook-using brands to become more brand fan savvy, Lautier - the director of business intelligence at DDB - has advised brands to regularly provide quality content that will sustain users' interests and to closely monitor messages left by brand fans.
Zuckerberg and Co are likely to be unphased by the drop-off figures, however, as the wider news signals yet another success for the trend of 'liking', especially following earlier reports that two million sites 'like' the Big Blue F's plug-ins.
Profiling the user who 'likes' pages, Facebook revealed that the average 'liker' was more engaged than the average user - having more friends, clicking on more links and visiting more external sites.
Report shows branding on social networks pays
Brands could soon find that it pays to be social networking savvy, after a new study revealed users who like a brand's Facebook page are more likely to make a purchase and recommend products to their friends. Web Pro News reports that a DDB and Opinionway survey found that "brand fan" Facebook users were 33 per cent more likely to buy a product, with a further 92 per cent more likely to recommend a product to a friend.
However, the survey also warned brand-happy users can choose to disengage quickly, with 36 per cent of "brand fans" thought to have recently unsubscribed from a brand's Facebook page - a fact that DDB's Catherine Lautier says is enough to set big blue alarm bells ringing.
"Unsubscribers, at 36 per cent, are something to watch out for," she said.
"And though the majority of fans now unsubscribe by deleting a brand from their friends list, brands, when trying to measure the value of their community, are going to need to be more mindful of those who just hide the brand's message in their newsfeed."
Calling on Facebook-using brands to become more brand fan savvy, Lautier - the director of business intelligence at DDB - has advised brands to regularly provide quality content that will sustain users' interests and to closely monitor messages left by brand fans.
Zuckerberg and Co are likely to be unphased by the drop-off figures, however, as the wider news signals yet another success for the trend of 'liking', especially following earlier reports that two million sites 'like' the Big Blue F's plug-ins.
Profiling the user who 'likes' pages, Facebook revealed that the average 'liker' was more engaged than the average user - having more friends, clicking on more links and visiting more external sites.
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