the original social media agency ®
Blog

Top Reasons Fans Follow Brands on Facebook

Lisa Braziel.
By: Lisa Braziel  |   May 25, 2011  |   View Comments

In the past, I've uncovered how marketers can develop an effective Facebook fan page strategy by meeting the needs of customers and creating an environment with a clear value proposition to fans.  To take this even further, I wanted to share some recent data by eMarketer that takes a deeper dive into the motivations of fans on branded pages and what suggestions fans have for brands to improve within this space.

Facebook Fans Perceived Page Benefits

In my last series, data from a 2010 survey showed the top reason fans were a fan of a brand on Facebook was to receive discounts and promotions (25% of survey respondents), compared to only 8% who were fans of a brand to be the first to know information about the brand.  Now, a little more than a year later we see a similar poll showing a slight shift happening - the leading fan page benefit is now being able to receive the latest news about the brand, followed by new product information.

What can marketers learn from this?  Contests, giveaways, and special offers are still valued by fans, but not always required.  Mature brands in the social space may explore creating content that engages fans with the latest news and product information in innovative ways.

Fan Suggestions

The chart below is another bit of research that highlights specific suggestions for branded fan pages from fans themselves.  While we just learned that fans perceive the latest information as a reason to be involved with the brand,  this data clarifies this even further by showing that fans really desire more advance information from the brand such as sneak peeks and previews.  In my opinion, this is one reason the Ford Explorer Facebook reveal received the type of buzz and exposure it did.  Brands should not only use social channels like Facebook to disseminate information, but to preview information in such a way that can build fan excitement leading up to a launch or announcement.

Additionally, a couple of other fan suggestions on this list can help shed some light on ways that social media marketing can become more suited for fans .  For instance, two suggestions that are particularly interesting are fans wanting the "ability to take part in games, competitions" as well as fans wanting "invitations to events related to the brand beyond Facebook."

These two particular suggestions can show a marketer a couple of things.  For one, fans are interested in being more involved.  This means that social media marketers must find unique ways to involve the fan in something that is more meaningful than just another sweepstakes.  They want excitement, competition, and the ability to take part in something with others. Secondly, fans are beginning to expect social media marketers to take this involvement with the brand into the offline world.  To help this happen, a closer marketing convergence will surely be required so that opportunities in the real world can also be extended to fans.

All of this being said,  what do you think are other ways marketers could improve their Facebook fan page presence? Feel free to share in the comments below.


Ampersand
Stay in the Know

Tell us about yourself and sign up for our weekly newsletter, Social You Should Know. You'll receive the latest social media news and insights from Jim Tobin and the Ignite Social Media team.

Chat
Comments
  • http://www.facebook.com/elias.shams Elias Shams

    It’s no brainer to see that social media is here to stay
    for good. Given vast variety of the existing channels to choose and stick with,
    it’s time for such a hot space to enter into a new category. There is a need
    for a portal to provide a quick and intelligent decision for both the consumer
    and the enterprise about their online connections.A Platform to Help us to Distinguish Our Quality vs.
    Quantity Friends, Fans, Followers, and Companies
    Facebook, Twitter, LinkedIn, Youtube, Flickr and others
    have been doing a decent job of providing additional marketing exposure and
    even in some cases, additional revenue. However, as more and more social
    networking sites pop up, how do you manage your brand across all these
    channels? Maybe more importantly, which one of these sites should you select as
    the one that will help you best reach your target audience?This glut of information reminds me of the early 90’s
    when WWW was adopted broadly by the general public. Every company rushed to
    have a presence, to the point it became literally impossible to find the right
    information on the Web. That’s when a better generation of search engines – at
    first the Yahoo! and then Google – entered the market and helped us find the
    most relevant information by just typing simple keywords in their search box.Then came Web 1.0 & 2.0 – Youtube, Flickr, myspace,
    Facebook, Twitter and countless others have turned everyday people into content
    producers, influencers and experts. We basically tripled down on the
    information overload How do you know which channels to select for deploying
    your social media strategy? How do you know which one is the right channel to
    let your fans and followers to find you, your products, and services? Most
    importantly, who is Joe Smith that is recommending that person, that company,
    that product?I hope my awesomize.me can  accomplish such a mission. The site is not
    another social networking platform. Yet the portal to all your existing social
    media channels. The platform helps you, your fans, your potential clients to
    make an intelligent decision as to which company to connect to or follow via
    which social media channels and why? It’s free!
    EliasCEO & Founderhttp://awesomize.me

  • http://www.facebook.com/elias.shams Elias Shams

    It’s no brainer to see that social media is here to stay
    for good. Given vast variety of the existing channels to choose and stick with,
    it’s time for such a hot space to enter into a new category. There is a need
    for a portal to provide a quick and intelligent decision for both the consumer
    and the enterprise about their online connections.A Platform to Help us to Distinguish Our Quality vs.
    Quantity Friends, Fans, Followers, and Companies
    Facebook, Twitter, LinkedIn, Youtube, Flickr and others
    have been doing a decent job of providing additional marketing exposure and
    even in some cases, additional revenue. However, as more and more social
    networking sites pop up, how do you manage your brand across all these
    channels? Maybe more importantly, which one of these sites should you select as
    the one that will help you best reach your target audience?This glut of information reminds me of the early 90’s
    when WWW was adopted broadly by the general public. Every company rushed to
    have a presence, to the point it became literally impossible to find the right
    information on the Web. That’s when a better generation of search engines – at
    first the Yahoo! and then Google – entered the market and helped us find the
    most relevant information by just typing simple keywords in their search box.Then came Web 1.0 & 2.0 – Youtube, Flickr, myspace,
    Facebook, Twitter and countless others have turned everyday people into content
    producers, influencers and experts. We basically tripled down on the
    information overload How do you know which channels to select for deploying
    your social media strategy? How do you know which one is the right channel to
    let your fans and followers to find you, your products, and services? Most
    importantly, who is Joe Smith that is recommending that person, that company,
    that product?I hope my awesomize.me can  accomplish such a mission. The site is not
    another social networking platform. Yet the portal to all your existing social
    media channels. The platform helps you, your fans, your potential clients to
    make an intelligent decision as to which company to connect to or follow via
    which social media channels and why? It’s free!
    EliasCEO & Founderhttp://awesomize.me

  • http://bloggerhameed.blogspot.com Hameed

    I would assume that if the same survey would take place in the Middle East, it will show the 2010 results of that in US. It's an evolutionary process, the easiest way to attract people will always be money, hence the discounts and giveaways to make the fan look at the page, later, it is realized that information is more valuable especially when it is EXCLUSIVE. Excellent post. bloggerhameed

  • http://bloggerhameed.blogspot.com Hameed

    I would assume that if the same survey would take place in the Middle East, it will show the 2010 results of that in US. It's an evolutionary process, the easiest way to attract people will always be money, hence the discounts and giveaways to make the fan look at the page, later, it is realized that information is more valuable especially when it is EXCLUSIVE. Excellent post. bloggerhameed

  • http://www.totallyseo.co.uk Search Engine Marketing

    Its awesome.Its provides the latest information.,fans recognize the latest information as a reason to be involved with the brand, this data clarifies this even further by showing that fans really desire more advance information from the brand such as sneak peeks,reviews Brands should not only use social channels like Facebook to broadcast information, but to preview information in such a way that can build fan pleasure most important up to a launch.

  • http://www.blog-commenting.com Blog Commenting

    Superb article on social media.Excellent written content.It has earned a place in my bookmarks now.Thanks for sharing with us.

  • Anonymous

    I guess if the same survey conducted in the Middle East, shows the results of 2010 the United States. It is an evolutionary process, the best way to attract people will always be money, discounts and gifts to the appearance of the fan page later, you realize that the information is more valuable, especially when it is exclusive. Excellent post. bloggerhameed
    search engine optimization company

  • targetseo

    The one that will help you best reach your target audience?This glut of information reminds me of the early 90’s.

  • http://www.seopositiveltd.co.uk/link-building.php kimhurly

     If you want to use your small business blog to help communicate with prospects and customers, you can do that as well.Well shared article.Thanks a lot for sharing.Keep sharing as always.

  • http://www.seopositiveltd.co.uk/link-building.php kimhurly

     If you want to use your small business blog to help communicate with prospects and customers, you can do that as well.Well shared article.Thanks a lot for sharing.Keep sharing as always.

  • http://www.webmasterjournals.com/ Webmaster Journals

    Nice post. Really you have mentioned some great points with us. Most of people are looking these types of valuable posts. Keep in touch with us.

  • http://www.searchengineoptimizationblog.co.uk/ Apree

    Thoroughly read your article and found it quite useful and informative.Really liked it a
    lot.Many thanks for sharing with us.Keep sharing as like this always in future too.

  • http://www.seopage.org/ Mike

    Thanks for posting such latest information.