Creating long-term, loyal customers is a key ingredient in running a successful business. The cost in retaining current customers is much less than the cost of acquiring new ones. With so many companies using social media and putting an emphasis on cultivating “likes”, the question has come up, does a “like” equal loyalty? There is a new study detailing what Facebook and social media can do for a business and consumer effects of social media.
• Nearly 90% of consumers use social networking sites
• Two-thirds look for special promotions & offers on Facebook
• Almost 60% have “liked” a brand’s page in the past 6 months
• 13% said that they are much more likely to purchase something from a brand they “like”
• The most “liked” pages were from food, TV shows, music, movies & clothing brands
• 7 in 10 adults age 40+ “liked” food brands
• Nearly three-quarters of teens “liked” TV shows music & movies
• Over half of users are accessing Facebook from mobile devices
What Does This Mean To You?
If 90% of all consumers are networking socially, it’s safe to say that a majority of your customers are using social media. While there may not be a direct line from “likes” to loyalty, there looks to be a link between “likes” and purchase intent. One important thing to remember is that “likes” need to be organic to be beneficial. Purchasing “likes” may be fast & easy, but there may not be any affinity between the “liker” and the actual brand. The best way to acquire and retain “likes” through social media is content. Tomorrows post will focus on what types of content people “likers” expect. For more information on optimizing your social media efforts, please contact your Orlando Sentinel
Media Group representative or:
Advertising Research Supervisor
Source: eVoc Insights; Emarketer