Are you unsure about how powerful social media is and how it can IMPACT your brand! Did you ever think that consumers would prefer to visit your brands Facebook page than your website? Well according to new research from Lab24, 50% of Facebook fans prefer brand pages to company websites.
How many consumers like your Facebook brand page?
Think about the number of people around the world who use Facebook, thats 900 million and counting. Before Facebook, “like” was just another word people used to describe their preferences or feelings toward something. In the past couple years, Facebook has given “like” a new meaning, creating a new way for consumers and brands to interact with each other. Roughly 783 million consumers like brands on Facebook, that is a massive group of consumers. 82% of those consumers that like brands feel that Facebook is a great way to interact and engage with consumers. The top three ways consumers interact with brands on Facebook are by:
- Printing off coupons
- Like or comment on a brands page
- Learn about new products
Interested in learning more about optimizing your Facebook brand page for more engagement? Contact IMPACT and learn from our experts how to get started!
Influence of your Facebook Brand Page
Social Media has been changing the way brands engage with consumers. Over the past few years Facebook has been developing new features to help brands engage with consumers by developing brand pages, allowing consumers to become a fan, provide contests and promotions, attached ads, and the new Facebook timeline.
Facebook is devoted to helping brands create and convey stories to their consumers. With timeline, brand pages now provide more possibilities for branding, raising awareness, and displaying your creativity. An article on Mashable talks about how “the purpose of a Facebook brand page will be less about selling and more about telling an authentic story. Brands can express what makes them unique and build an emotional connection with fans through behind-the-scenes photos, blooper videos, real-time mobile pictures, sound clips and exclusive news”.
As a brand, if you are telling a story and engaging with consumers to create this emotional connection, why is that 46% of consumers that liked a brand, actually had no intention of purchasing products or services from that brand? Why would a consumer like that brand?
Lab24 says that it is caused by something free that was offered, you like the brand but cannot afford it, or you liked a brand to help a friend. That might make you wonder how many of your likes are from consumers that buy your product/service, engage with other consumers on your brand page, or are reading the content you are showing them.
So How Do You Get More Likes?
Create a lot of interesting content and share it. Social media data expert Dan Zarrella told Mashable, “On Facebook, visual content does especially well. It’s also important to be passionate, not neutral.” Look at what content your brand is sharing, is it generating as many likes as you would hope? Make some changes; social media is a place where consumers can feel more connected to a brand. Make consumers want to like you.
It is important to keep in mind that 73% of consumers have unliked a brand, due to the brand posting to frequently, lost interest in the brand, had a bad experience, or they are embarrassed to like your brand. Another thing to remember when engaging on Facebook is to use self referential words instead of writing something in the third person. Using “I” or “Me” creates a more personalized experience between the brand and consumers.
Having consumers like your brand is really important, those are the consumers you are engaging with on a daily basis. It is important to know how you are getting those likes? Are they organic or because you offerred a free cup of coffee! How much does your brand value a like, what else can you do to increase the amount of likes your brand has. It it crucial to let consumers know how important their likes are to your brand.
Improve your Social Media Engagement
Interested in learning more about improving your social media engagement? Contact IMPACT and learn how we can help!