Brand Outreach a Must to Drive Most Social Media Following
Three-quarters of Facebook fans have signed up with pages after invitations or ads from brands
Research on social media users who follow brands has shown marketers the importance of offering deals and discounts on Facebook fan pages as well as the nature of brand following as a form of self-expression, through which advocates can show support for a company they love. But what triggers Facebook users to “like” a brand is typically some form of outreach.
Most commonly, that outreach comes from the brand itself. Three-quarters of Facebook users worldwide who had “liked” a brand told DDB Worldwide and Opinionway Research in September 2010 that they had been spurred to do so by an invitation or advertising from the brand they followed. More than half had also followed a brand based on an invitation from a friend. Many of those invitations are likely a secondary form of brand outreach as well, as marketers encourage current followers to become brand advocates on their behalf.
Only about half of all Facebook brand fans ended up following brands after their own research, making action by marketers critical in building up a following on social sites even though most users already know and like the brands they become fans of.