Why consumers “like” a brand on Facebook

One of the most popular and widely-leveraged tools for branding your business in today’s world of social media prevalence is getting consumers to follow and ultimately “like” a company’s page on Facebook or a similar social media network. Yet, there seems to be a variety of different reasons as to why consumers end up “liking” a brand or not, and marketers are as yet unsure of the direct linkages between the number of “likes” and a customer’s brand loyalty, according to eMarketer.

Naturally, one popular reason that leads many customers to ultimately follow or “like” a brand on a social network is the omnipresent pursuit of special deals, big discounts and insider knowledge, with 45 percent of survey respondents agreeing to this. Consumers like the feeling of being connected and knowing something that the general public might not, and following a company more directly is a good source for such insider information. Additionally, many deals and discounts are often promoted directly through a company’s Facebook page, giving those particular followers a head-start and a leg-up against their fellow consumers.

However, the survey also revealed that the majority of consumers who “like” a brand do so simply because they shop there and already purchase the product. While this does nothing directly for the company in terms of accruing additional followers or convincing swing-consumers to devote to them, what it does do is increase word-of-mouth followings. Friends who see their friends “liking” a brand are more likely to “like” that brand as well.

“What social media has done is it’s amplified a portion of marketing – word of mouth,” Jarred Cinman, chief inventor at Native, told ITWeb. “People will trust what they hear from friends and contacts more than they will trust a message from a marketer. What friends say make the marketing message almost irrelevant.”

Martin Jones

Martin Jones is a Senior Marketing Manager with the corporate Cox Communications social media team where he assists in leading strategy, campaign ideation and marketing execution for Cox Business social media & content marketing. Today, over 1 million fans engage with Cox Communications content, campaigns and Customer Care on Facebook, Twitter, You Tube. LinkedIn and Google+.