Why do consumers follow brands via social media?
Companies must ensure they do their best to integrate Facebook into website promotion, otherwise social networking could be lacklustre for business.
Website marketing through Facebook is ‘very important to get right’
Wednesday, December 08 2010 by Kate Billinghurst
While many studies are aiming to detect why consumers are following or friending brands on social media networks, the latest has targeted who is following brands.
Econsultancy looked into Emphatica data, which asked over 15,000 Americans and Canadians why they are following the brands they are, noting how different website promotion activities are leading many individuals to keep track of their desired firms.
The need for social network integration has been prioritised by a number of organisations and companies in recent weeks. Designer Stella McCartney recently integrated Facebook, an iPad app and a blog to keep her clients hooked, so these surveys are becoming more important to businesses by the day.
One issue that was immediately detected by Emphatica was the popularity of coupons among consumers. Over 60 per cent of respondents said they followed at least one brand on social networks, which Econsultancy said was “not particularly newsworthy for marketers”. However, the main reason behind this phenomenon is for coupons.
Around 40 per cent of survey respondents – the majority share – are interested in special promotions. This was followed by a desire for “additional information” about the companies they follow, garnering 30 per cent of the primary reasons for social network integration with brands.
While many companies look for direct feedback from their customers through this method, this reason certainly did not mean much to people. Only 7.5 per cent followed businesses to compliment them, while four per cent suggested improvements and another three per cent complained about organisations.
Demographics did not hugely vary when it came to the search for coupons, Emphatica noted in its report. It was the top priority of all age groups: these bands were set at 18-24, 25-34, 35-44 and 45-54. Special promotions received between 36 per cent and 49 per cent of votes (45-54 and 25-34 age groups respectively).
Econsultancy explained that businesses must fully consider website promotion through social media, stating: “Social engagement is definitely about two-way conversation and making a brand more ‘friendly and personable’, but brands must give consumers some form of reward in exchange for their attention.
“Figure out ways to make that reward tangible and you can boost both sales and brand perception.”
Living Streams “Improving clients’ profitability through better use of the internet”.