"Likes" ineffective measure of brand success

Getting a Millennial to "Like" your Facebook Page is just the first step in the relationship. However, unless you make that relationship work, most won't come back to your Page.

In fact, according to recent research although three-quarters of the 414 Millennials consulted had "Liked" a Facebook Page, 69% "rarely or never" returned. Just 1% visited a brand's Page daily, 14% weekly and 15% monthly.

To keep Millennials interested in maintaining a relationship a delicate balance of rewards, information and samples is needed, says Dr Tina McCorkindale, assistant professor of communications at Appalachian State University, who conducted the research along with two colleagues, Dr. Hillary Fussell-Sisco, assistant professor of public relations at Quinnipiac University and Dr. Marcia DiStaso, assistant professor at Pennsylvania State University.

At the same time, McCorkindale warns against overdoing incentives as many Millennials left a Page when overwhelmed with communications.

"And, while building a relationship is difficult, breaking up can come easily," said DiStaso. "Forty-two percent have left a Facebook group or fan page. This group is particularly difficult for organizations to reach, even if 17% admit to accepting friend requests from strangers."

Other key findings from the report include:

- Of the 414 respondents, 86% visit Facebook everyday and 9% visit at least twice a week.

- Millennials use Facebook to "Stalk, creep, check, browse" other people's profiles.

- Millennials are constantly updating their statuses and timelines, playing games and keeping in touch with family and friends.

- 75% of Millennials "Like" organizations, 45% of Millennials "Like" products, and 48% accept friend requests from organizations.

- Two-thirds of Millennials discovered a Facebook group via suggestions from friends. Only 22% actively searched for a group.

While Millennials have been shown to rarely visit a brand or organization's Facebook Page once "Liked", news and information from that business will still show in a Fan's newsfeed. It would be interesting to see the difference in brand awareness between those who "Like" and those who don't to more effectively understand the value of a "Like".

Tags: brand awareness, brand marketing, Facebook, loyalty marketing, Millennials, social media, social network