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Facebook users are slow to ‘like’ brands and retailers

November 18, 2011 | Online Marketing

Branded Facebook pages are ‘liked’ by only a minority of web users, according to new data. Among the online buyers who had “liked” a retailer’s Facebook page, the most important feature was the presence of sales and promo codes.

Branded Facebook pages do not fare as well as other types of content, according to a Crowd Science survey. They had the lowest number of “likes” (9% of users) compared to wall posts, photos and comments (16%) and videos (12%). The most popular reasons for “liking” a page tied between showing support and enjoying what was being said, both at 28%. Neither are attributes most often associated with brands.

The motivations behind “liking” a retailer’s Facebook site in an 8thBridge study were less about aspirations and sharing than broadcasting a straightforward, positive opinion about a purchase. Buying and liking was the only reason shared by a majority of internet users who “liked” something on a retailer’s site, the study found.

Among the online buyers who had “liked” a retailer’s Facebook page, the most important feature was the presence of sales and promo codes—not a surprising response from social media users who shop online. But more than half also considered the customer service aspect of a brand’s Facebook page to be important, showing that those who “like” brands also like sharing experiences, whether positive or negative.

Get the full story at eMarketer

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