Why people like brands on Facebook September 8th, 2010 | Ken Kraemer
Interesting study on why people like/friend/fan/follow brands on Facebook, here. Not surprising is that the top reason is to get discounts, at 40%. More surprising is that the number two reason, coming in at 39% is “To show my support for the company to others.” Put another way, the number two reason is to get some kind of “shared equity” or “halo effect” from the brand; “Hey, I’m a Ford Guy” or “I’m cool and appreciate good things because I’m an Apple girl.” Or something in that vein.
We still have to make people love our clients’ brands. That is a powerful reason for people to want to follow them and listen to them. Probably the best way to do this is to have kick-ass products. But that’s not how Coca-Cola does it. Can advertising do it? Maybe not. Can engagement do it? Possibly.
What is also definitely true is that people do need a reason to like a brand: “For fun or entertainment” got just 29% and “To interact (e.g., share ideas, provide feedback)” brought up the rear with a mere 13%. I would through UGC “share your story” ideas into this category, by the way. Good stuff. And please forgive my abuse of both the colon and semicolon in this post.
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