So you are a fan of a business on Facebook. And just like a real fan or friend, you expect something in return, some value, from your relationship. Well, we know now it is money when it comes to social media.
According to a new study from ExactTarget and CoTweet, the “number one driver for consumers to ‘like’ a brand on Facebook” is receiving discounts. Two other popular reasons, getting free samples/coupons and updates on upcoming sales, also helped boost the discount reason.
Providing feedback, interacting with the company and learning more about the company rated at the bottom of motivations to ‘like’ a company, brand or association on Facebook. Showing support for a company to others surprisingly ranked very high. So social marketing (sponsoring events, taking a stand on some efforts, etc) seems to have a high value for ‘liking’ a company on Facebook).
This study really shows that marketing on social media builds relationships. In any relationship, there needs to be value added by each side. In the case when customers ‘like’ a brand, there needs to be a cash incentive of some kind to keep the relationship alive.