Public Relations & Social Marketing Insight

Just as Facebook has changed tremendously since 2010, so have users' habits with regard to the like button.

 

Just as Facebook has changed tremendously since 2010, so have users’ habits with regard to the like button. PostRocket, which helps brands manage their Facebook campaigns, analyzed how people liked pages two years ago in comparison with current nature. The company quoted statistics from Lab42, showing that 87 percent of people like brands now, compared with 38 percent in 2010.

 

PostRocket also gleaned statistics from a 2010 ExactTarget survey that asked users why they like pages. It showed that 40 percent of people liked a page to receive discounts and promotions, 39 percent wanted to show support for the brand, and 36 percent wanted to get a “freebie,” while only 13 percent wanted to interact.

 

Here’s a snippet of an infographic from Lab42, showing the motivations in 2012 for liking a page. Naturally, people still want something in exchange for the like...

 

[A sea change and opportunity for marketers, content pros and PR ~Jeff]

Social media managers looking to prove their ROI of what they do, today have a new option for tracking social analytics, thanks to the official public launch of a service called Ohtootay.

 

Crazy name aside, the solution lets companies track their efforts on Facebook, Twitter, Pinterest and elsewhere. But one of its more unique features in this crowded space is something which allows businesses to track their posts all the way through to website conversions, even when the original post didn’t point directly to their e-commerce site....

 

One of the platform’s standout features is its competitor comparison tool. That is, it can track what your company’s performance looks like versus competitors on Facebook, Twitter, Pinterest, and even the iPhone App Store, Android app store (Google Play) and Facebook’s App Center. “In some senses, Ohtootay is compete.com for social media and mobile apps,” Mark [Otuteye] explains. “And we believe that angels, VCs and social media managers that are armed with this kind of data will be way more effective decision makers than their peers who only navel-gaze at their own data in isolation,” he says....

 

[Moving beyond the last click with a promising social media measurement tool - JD]

The Social Customer Service Conflict [INFOGRAPHIC]...

 

Did you know that almost three-quarters (71.2 percent) of companies are now using social media for customer support, and that 87.5 percent have seen a positive impact from these channels?

 

However, while enthusiasm runs high, brands still aren’t putting the necessary resources into place – less than one-quarter (22.4 percent) allocate more than $50,000 per year to social customer support.

 

This infographic takes a closer look at the social customer service conflict....

 

[The proof is there, the desire and commitment aren't... yet! ~ Jeff]

If you're debating the power of social media for branding, here's more proof that it matters.

 

About 50% percent of consumers think a brand’s Facebook page is more useful than a brand’s website, a new study suggests.

 

Market research company Lab42 — which surveyed 1,000 social media users about how they interact with brands on Facebook — found that consumers are viewing a brand’s Facebook presence as more important than ever.

 

In fact, about 82% of respondents said Facebook page is a good place to interact with brands. But one of the top reasons to follow a brand on Facebook is to print coupons and discounts. The study revealed that 77% of those who “Like” a brand on Facebook have saved money as a result.

 

Consumers (73%) also noted that they have no issue with un-Liking a brand on the site if they post too often.

 

For a full look at how a brand’s Facebook presence is viewed and valued, check out the infographic from Lab42 below....