While nearly 40% of Facebook users actively 'Like' brands on the social network in order to publicly express their brand affiliations to their friends, only 17% are more likely to purchase a product after becoming a 'Fan' on Facebook, according to a survey of 1,500 consumers by interactive marketing firm ExactTarget and CoTweet.
The survey found that, while consumers primarily turn to Facebook to connect with friends and for entertainment purposes, the ideas of attracting discounts and 'social badging' are actually the primary reasons that consumers open 'Like' brands on Facebook.
The 'Facebook X-Factors' survey report found that 39% of Facebook users who become fans do so to publicly display their brand affiliation to friends - nearly twice as often as consumers who follow brands on Twitter and nearly four times more often than consumers who subscribe to email communications for the same reason.
"Consumers use Facebook to interact with friends, to be entertained, and to express themselves through their public affiliation with brands - all of which are factors that combine to create a potent viral marketing platform," said Jeff Rohrs, principal for ExactTarget's marketing research and education group. "By engaging consumers on Facebook in a way that keeps them entertained, brands have an unprecedented opportunity to mobilise Fans and get introduced to their friends."
Among the key findings of the research:
"Facebook provides a unique opportunity for marketers to creatively connect with motivated audiences online," concluded Tim Kopp, ExactTarget's chief marketing officer. "This survey report provides insights into why and how consumers use Facebook, and how they want to interact with brands."
The report is the fifth research brief in ExactTarget's and CoTweet's six-part 'Subscribers, Fans & Followers' research series, available by subscription from ExactTarget's web site - click here.
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