Did you know that 77 percent of adults on social networking sites have shown support for a product, a service, a company, etc., by becoming a fan, a friend or a follower? When asked why they did so, the number one reason given was to get a discount. In fact, 60 percent of those who followed a company or a group on a social network cited the potential for discounts or coupons as the reason. Many others said they just wanted information. Specifically, 42 percent say they follow companies, products, etc., to get information, and 31 percent say they do so in order to get a sneak peek at new products.
Interestingly, one-quarter of fans and followers told Experian Marketing Services in a recent survey that they become a fan because of how it reflects on them, giving further credence to the saying, “We are what we buy.” As such, it should be no surprise that 13 percent of fans and followers say they become fans to meet other consumers like them. Of course sometimes consumers become fans or followers not because they necessarily like the company they’re following, but because they are having trouble with its product or service and want their voice to be heard. In fact, more than 10 percent of those surveyed say they have followed a company, a product, etc. in the past in order to get better customer service. Companies that aren’t monitoring what’s being said about them in social media channels are missing an opportunity to improve – or even save – a customer relationship and protect their brand.
Learn more about engaging with fans and followers in social channels plus other key imperatives for marketers in the recently released 2013 Digital Marketer Report.
Learn more about the author, Pamela Robertson