While social media is vital to a brand’s success, one platform might be better than another, based on the needs of the brand. Whether it be Facebook, Twitter, Instagram, Pinterest, Google+, YouTube, or Vine each one has it’s strengths and weaknesses. For instance, if the goal of a brand is to drive e-commerce, Facebook and Pinterest are the top platforms a brand would want to use. Instagram is very valuable for branding and the use of images, but it is not for driving traffic to a website.
“The majority of Internet users don’t use any of the popular social media networks at all to interact with their favorite brands. Of those who do, however, 34 percent prefer to use Facebook,” says a CBM Consumer Pulse study by Constant Contact. It is important to note that according to their study, 52% of Americans over the age of 18 spend at least one hour a week on Facebook. That statistic may or may not be surprising to you, but it is crucial to understand the importance of it with regards to the overall marketing tactics your company/organization is using.
The study showed that 34% of people that go online interact with their favorite brands on Facebook – compared to only 4% on Twitter and 1% on Linkedin. Even more important? A staggering 56% of those under 35 interact with their favorite brands on Facebook each month.
You might be asking yourself, WHY do these people interact with brands on Facebook? The study showed the following statistics:
58% – “I am a customer of the company”
57% – “To receive discounts and promotions”
41% – “To show others that I like/support this brand”
31% – “To be the first to know information about the brand”
31% – “Gain access to exclusive content”
Other useful information:
- 78% of those who “Like” a brand on Facebook are fans of fewer than 10 brands; engagement is real.
- More than half of fans are more likely to buy a product since becoming a fan.
- Users spend 45% of their time on Facebook in the news feed.
- Consumers most often “Like” brand pages because they are already a customer (58%) or want to receive discounts and promotions (57%). Less than a third are looking for exclusive information about the brand.
- 76% of people have never “Unliked” a brand page.
- More than half of fans are more likely to recommend a brand to a friend after becoming a Facebook fan.
- Brand interaction is most often a passive activity; 77% of fans read posts, news feeds, and offers posted by the brand, while only 30% share their experiences and news stories or post about the brand.
The takeaway? As many new social media platforms become popular and trendy for brands to try, Facebook continues to be the leading network for brand interaction.