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Brand Fans On Facebook More Likely To Make A Purchase

Facebook brand fans more likely to recommend products

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Facebook users who like a brand’s page on the site are thirty-three percent more likely to buy a product, and 92 percent more likely to recommend a product to others, according to a new report from DDB and Opinionway.

The report also found that brands should closely monitor their content and communication on their Facebook page because those same fans quickly disengage.

 

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More than a third (36%) of brand fans have unsubscribed from a brand’s fan page, and that and that number could increase as Facebook markets mature or if brands fail to correctly identify frequency of communications or fall short of providing quality content and sustaining interest.

“Fan status is indicative of high purchase intent, especially when compared to any traditional form of advertising, and is an even greater predictor of advocacy with over 90% noting that being a fan has a positive impact on recommending a brand to friends," said Catherine Lautier, Director of Business Intelligence at DDB.

"But unsubscribers, at 36%, are something to watch out for. And though the majority of fans now unsubscribe by deleting a brand from their friends list, brands, when trying to measure the value of their community, are going to need to be more mindful of those who just hide the brand’s message in their newsfeed," said Lautier.

 

Brand Fans On Facebook More Likely To Make A Purchase
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  • http://www.optify.net/ Erin Leach-Kemon

    Great post, Mike! In today’s market, it’s becoming increasingly important for businesses to establish themselves on Facebook with brand pages. These serve as a good channel for lead generation and lead nurturing whether you’re a B2B or a B2C company.

    I agree that in order to avoid fan unsubscribes, companies should make sure to update their Facebook Page with fresh content that offers value to visitors, as well as to check in daily and respond to comments and questions, as needed.

    As the DDB and Opinionway report highlights, it’s important to track visitors and leads to your Facebook brand page, so as to know what content they’re most interested in. Facebook provides analytics for all Facebook Page admins through “Facebook Insights,” yet this data is limited to user interactions on Facebook.

    With Optify, http://www.optify.net, you can take the next step and track visitors and leads who come to your website via Facebook, as well as other social networking sites like Twitter and LinkedIn. Using Optify’s Lead Intelligence features (http://www.optify.net/b2b-marketing/visitor-tracking/), you can see who’s coming to your site from Facebook and what they’re looking for. Optify helps you understand which of your social media efforts are working, so you’ll know which channels are worth your time and investment.

    Thanks,
    Erin Leach-Kemon
    Social Media Specialist at Optify

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