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.