Brian Solis recently released the 7th book called “The End of Business As Usual”. In the book, he talks about the 3 Fs of social media – friends, followers and fans – and what they mean to brands. A person on a social network becomes part of one of these categories when he clicks the magic button “Like” or “follow “. But what does this act really mean, what does it mean for brands and what do customers intend to convey by it?
In the following we will look at a study by ExactTarget that highlights the difference between how brands and consumers interpret the act of Liking on Facebook. It can be a good fact to keep in mind while designing a contest or an offer.
What does a Like mean for a brand and customers?
For most brands, the word fan means loyalty, advocacy and agree-ability for a brand.
But, for many customers, clicking Like is just a reflection of support. In some cases, the gesture is merely to be part of an offer, contest or promotion.
It is good to realize that there may be a difference to how you as a brand perceive a Like and how the Like is perceived by the customer – and accordingly design your engagement strategies. The reality is that people are actively Liking brands and many know exactly what they expect from the connection.
Here is a chart that shows why customers Like things on social media
How does Like differ by age?
ExactTarget also found that age is a factor when defining the meaning of Like.
- Younger consumers, those aged 15-24, reported that they did so as a form of self-expression and public endorsement of a brand. There was also a desire to obtain coupons or deals as a result of the connection.
- Consumers aged 25 and up expect something of value in exchange for their “Like”. They are not interested in general conversations and are not afraid to unlike brands that fail to deliver discounts, relevant product information, or exclusive offers.
- Interestingly, when consumers “Like” something outside of Facebook, in many cases, it simply serves as a bookmark to review something later, perhaps to also share with friends.
However, consumers are quick to note here, that this action is not indicative of any form of consent for marketing.
Here is a chart that shows what customers expect when they “Like” it. Take a look and tell us if your brand fulfills all these expectations: