The Psychology Behind a “Like”

The last person who “liked” your brand on Facebook is more important to you than you might think. When someone likes a brand, it almost always means that active interaction with the business will follow. This infographic from Get Satisfaction confirms the importance of implementing a successful social media marketing strategy, especially with regards to Facebook.


According to the infographic, the top reason people follow brands on Facebook and Twitter is to receive special offers and deals. Current customers of a brand are more likely to follow it on Facebook over Twitter, perhaps because a Facebook page provides a bigger picture of the company, allowing fans to keep up with the latest developments, press, and products. What’s more, a whopping 29 percent of people who follow a brand on Twitter will always recommend the brand to others. This reveals the incredibly viral nature of social media marketing.

The bad news is this: over half of all Facebook users (53 percent) only follow two to five brands. That means it takes a well-thought, integrated social media strategy to grab and keep the attention of social media users. But don’t be discouraged, even the most unexpected brands and organizations have been extremely innovative in their social media use, successfully increasing their following. For example, tax preparation company H&R Block started a social media initiative to improve their relationships with customers. They used their Facebook page to aggregate their blogs, YouTube, Twitter, and many other social media channels. The page also offered tax advice and was a place for customers to start discussions with the company and other users. For more inspiration, check out our post on social marketing examples.

According to a recent Fast Company article, “rationalization…predicts that a user will unwittingly feel much more positively about a brand after they click ‘like’ than before – namely, because our actions secretly influence our opinions”. For H&R Block, nearly 34,000 people have liked their Facebook page. That’s a lot of positive feelings about tax preparation, and it shows how any brand can benefit from being ‘liked’ on Facebook if they use it right. And perhaps ironically, Facebook knows best.  With over 40 million followers, the most popular brand on Facebook is Facebook itself. 

Article by Sara

Hi, I'm Sara! I'm an intern for Lab42, working on PR, marketing and social media. As a contributor for the Lab42 blog, I get really excited whenever I come across a story about market research in the news. I also love to read about out-of-the-box social media campaigns. I'm currently a senior at Brandeis University in Waltham, Massachusetts majoring in Business and International Studies, and I spent last semester studying abroad in Copenhagen. Fun fact: In high school I was a coxswain on my school's rowing team.


  1. Craig says:

    Hi Sara
    Great article. I’m one of those business people that believe that the new word of mouth is the social media. You are right about the product being something that will attract and bring back a follower. There’s a lot of sizzle out there and lots of it is just fluff with no substance. I think that true content will be the winner in the end.

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