Over half of Facebook users respond to social media marketing

A new study takes a look at how Facebook users interact with brands on the social network and what this means for businesses looking to leverage the online platform.
Written by Emil Protalinski, Contributor

Unsurprisingly, Facebook is the platform of choice for consumers looking to interact with their favorite brands online, easily topping both Twitter and LinkedIn. With that being said, more than half of Facebook users are more likely to recommend a brand to their friends after they become a fan of its Page by Liking it. Over half are also more likely to buy a product from a brand after Liking its Page.

This new data comes from a recent study of consumer behavior on Facebook conducted by Constant Contact and Chadwick Martin Bailey. The respondents included 1,491 consumers ages 18 and older throughout the US.

Here are the top 10 conclusions found by the study:

  • Consumers interact with their favorite brand on Facebook far more than other social networks.
  • 56 percent of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook.
  • 51 percent of consumers said they are more likely to buy a product since becoming a fan on Facebook.
  • 52 percent of those who go online said that they spend at least one hour a week on Facebook.
  • 76 percent of consumers said they have never Unliked a brand on Facebook (although that may soon change).
  • 77 percent of consumers said they interact with brands on Facebook primarily through reading posts and News Feeds.
  • 78 percent of consumers who Like brands on Facebook said they Like fewer than ten brands.
  • 58 percent of consumers said they Like a brand on Facebook because they are a customer.
  • 45 percent of consumers said they spend most of their time on Facebook in the News Feed.
  • 69 percent of consumers said they want to hear from some brands on Facebook more than others.

The majority of these statistics are very high numbers. Facebook users clearly spend a lot of time on the social network, and once they decide to Like a Page, they stick to the decision. This means that marketers have a solid opportunity to reach their consumers in order to build on that positive connection.

"This data reinforces the need for businesses to be active on Facebook," Mark Schmulen, general manager social media of Constant Contact, said in a statement. "Consumers are not only willing to connect with brands on Facebook, but those that do are also more likely to buy from and recommend brands to their friends. The key is remembering that it's not just about getting the 'Like;' it's about what you do to keep your fans engaged when they aren't right in front of you. This means posting content that will both help you to build stronger relationships as well as to compel fans to share your content with their friends. The ability to easily share content across a wide network is what makes Facebook such a powerful referral engine."

If you want more information, I've embedded the full report at the top of this article.

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