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BizReport : Research archives : October 09, 2012

Study: Social networkers want branded social pages

When it comes to the social space, those consumers who are 'involved' with brands there want more. According to new data from Lab42 about half of Facebook users say branded social pages with the social network are 'more useful' than actual branded websites.

by Kristina Knight

Most (87%) of social networkers who responded to researchers said they have 'liked' brands on Facebook and 82% say Facebook is a 'good place to interact' with brands. Other interesting findings from Lab42include:

• 75% say they 'feel more connected' to brands
• 69% say they've liked brands within Facebook because a friend has done the same
• 34% believe brands 'listen to them' on Facebook
• 46% say they've liked a brand but wanted a freebie or didn't think they could afford the products
• 73% say they've un-liked a brand because of too many branded postings

Why are people liking brands within the largest social network? Peer pressure may be part of it, but deals are a greater incentive. More than one-third (34%) say they've liked brands to get promotions and discounts, 21% for freebies/giveaways and 14% for loyalty rewards - that is well over 60% of respondents who are friends to get something more from brands, and that presents more opportunities for the brands in the social space.

These fans are printing coupons and leaving comments, but the social space can also be a place for brands to tell more about new products, offer more content - video, Q&As or other incentivized content - and create a deeper engagement. Those coming to a store or website with a coupon in-hand may then buy more products.

Tags: branded social pages, Lab42, social marketing, social network trends

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