Do you sometimes feel unsure of what Facebook fans want after they Like your brand? That’s why studies about Facebook consumer behavior are so helpful in guiding businesses on what to expect from their customers and how to fulfill those needs.
An eMarketer study shows that the top reason that customers Like a brand is that they want to gain access to exclusive content. 58% of users feel this way for a reason – they want to be special! With the holidays just around the corner, fans want to access coupons, sales and more. Next up, fans want to hear about updates about your company. Hearing about people and company events is a great way to encourage brand awareness and give fans a break from updates about services and products.
Different media uploads will help your updates get more clicks. 47% of fans expect posts, photo and video updates. These posts are more likely to get read and will add a more interesting touch to an otherwise plain text update. People are visual and would rather much SEE something than read it.
28% of fans want to interact with a person or brand. Check out Dr. Mike Dow and CareerBuilder for some examples of the different types of conversation that fans want to engage in. Next, 27% of fans want the company to have access to their public profile and information. Even with all the talk of privacy concerns, people are still willing to share their demographic information and interests with interesting brands that they trust.
The one thing that seems slightly confusing is that 37% of users “do not expect anything to happen” after Liking a company. I guess these people are also the 37% who also want the name of the company to show on up their profile. This endorsement is not a bad thing but the hard part is keeping up with the work to retain their interest in your brand.
Let us know what you think about this study and if it reflects why you associate with brands on Facebook. You can also read our related blog post on how Facebook Likes affect retail businesses.