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Businesses seem obsessed these days with getting you to “like” them on Facebook. It’s difficult to browse the internet without being inundated with requests to like a company’s Facebook page or with contests and offers dependent on doing so. Have you ever stopped to wonder why?
From the company’s perspective, a like on Facebook offers a chance to stay “top of mind,” a marketing concept that means a consumer thinks of a specific brand first for a certain product or service by having its promotional messages show up in that user’s Facebook newsfeed. Being liked can also be used as a metric to determine the performance of social media campaigns and other promotional activities. The more a company is liked, the more successful the promotion is thought to be.
But is this really the case? To find out, we surveyed hundreds of Facebook users to dig into the meaning and value of the Facebook like. We wanted to understand the motivations behind liking certain types of brands and discover how that affects interactions between the user and the business. We also sought to understand how this varies depending on brand type (i.e., product makers versus service providers).
Findings from two studies we undertook reveal that what likes say about consumers and what they think about the brands they like is surprisingly varied....
A useful analysis of what happens when you like a brand on Facebook.