Here at FreshNetworks we are big advocates of the concept that engagement makes for a better metric than the number of ‘likes’, and this infographic by Our Social Times provides a thought-provoking reminder to brands as to the reasons people declare themselves a fan. (Click the image to see it full-size).
Customer loyalty is the top consumer motivation for ‘liking’ a brand’s Facebook page. This is closely followed by the desire to keep on top of brand news and to receive rewards for engagement.
So you ‘like’ us, now what?
The crucial element is what happens after fan acquisition – converting this initial interest into long-term engagement.
Research into fan engagement suggests that only 1.3% of fans are actively engaged. The reason for this low figure? Brands are failing to deliver fans with what they expect, such as offers, interactions with other fans, and customer service. When you consider that on average, a page’s updates are only visible to 17% of its audience, it becomes even more important to provide a reason for fans to engage.
Give something back to your fans
I would not suggest that all brands use their Facebook page to distribute exclusive offers; this would not, for example, work for a luxury brand aiming to avoid diluting the value of their marque. It does show, though, that fans expect something in return for their loyalty, and they can be rewarded in other, exclusive ways, such as through receiving special content before anyone else.
…but don’t overload them
Knowing your audience and offering content that means something to them is crucial – irrelevant updates will just lead to fans “unliking” your page, however what is even more of a turn-0ff is when a page posts too often. This is where taking an analytic approach to your social media management is crucial – understanding the type of content that really connects with your fans, and the best time to post it, means that your efforts will go much further, and so will your levels of engagement.
Want to learn more about the science of social media?
Matt Rhodes, our Strategy Director, will be sharing his social media expertise in two free webinars:
- 9th May – How to Analyse & Optimise Your ROI
- 20th June – How to Identify and Reward True Advocates