Are Facebook Fans Useful? Study Says Yes

Brand managers should become big fans of Facebook fans, according to the results of a new study from Constant Contact and Chadwick Martin Bailey.

The companies analyzed the Facebook habits of 1,491 consumers 18 and older from across the United States, and it found that respondents were more likely to recommend brands to their friends after becoming fans themselves, and that they were more likely to purchase products or services from brands after becoming fans.

The study also found that Facebook is the preferred social platform for interacting with brands, topping Twitter and LinkedIn.

The 10 takeaways from the report, provided by Constant Contact and Chadwick Martin Bailey:

  • Consumers interact with their favorite brand on Facebook far more than other social networks;
  • 56 percent of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook;
  • 51 percent of consumers said they are more likely to buy a product since becoming a fan on Facebook;
  • 52 percent of those who go online said that they spend at least one hour per week on Facebook;
  • 76 percent of consumers said they have never “unliked” a brand on Facebook;
  • 77 percent of consumers said they interact with brands on Facebook primarily through reading posts and news feeds;
  • 78 percent of consumers who like brands on Facebook said they like fewer than 10 brands;
  • 58 percent of consumers said they like a brand on Facebook because they are a customer;
  • 45 percent of consumers said they spend most of their time on Facebook in the news feed; and
  • 69 percent of consumers said they want to hear from some brands on Facebook more than others.

Elaborating further on the point mentioned above about Facebook being the preferred platform, it actually finished second, to “none of these,” which was the choice of 59 percent of respondents when asked how they interact with their favorite brands. Facebook was picked by 34 percent, followed by: online community forums or bulletin boards (9 percent), Twitter (4 percent), blogs (4 percent), other (2 percent), LinkedIn (1 percent), and Myspace (1 percent).

There was also a fairly even distribution when respondents were asked how many brands they liked on Facebook, with 33 percent saying one or two, 25 percent answering three or four, 20 percent saying 5-9, and 22 percent going with 10 or more.

When asked why they became fans of brands in the first place, 58 percent of respondents said they were already customers of the company, while 57 percent were eyeing discounts and promotions, 41 percent said they wanted to show support for and spread word about the brand, and 31 percent each answered that they wanted to be the first to get information, and that they wanted access to exclusive content.

Readers, how would you have answered some of the study’s questions about your Facebook behavior when it comes to brand pages?

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