How Consumers Interact With Brands on Facebook [STUDY]

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The study, conducted by Constant Contact and research firm Chadwick Martin Bailey, analyzed the behavior of 1,491 consumers ages 18 and older throughout the United States and revealed a number of details about how people interact with brands on the world's largest social network.

When it comes to "Liking" brands on Facebook, the reasons are varied, but for the most part, respondents said they “Like” a brand on Facebook because they are a customer (58%) or because they want to receive discounts and promotions (57%).

Being a fan, for the most part, is a rather passive activity. A whopping 77% of consumers said they interact with brands on Facebook primarily through reading posts and updates from the brands.

A measly 17% of respondents said they interact with brands by sharing experiences and news stories with others about the brand, and only 13% of respondents said they post updates about brands that they Like.

The study also pointed to a number of encouraging stats for businesses, including:

56% of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook

51% of consumers said they are more likely to buy a product since becoming a fan on Facebook

78% of consumers who “Like” brands on Facebook said they “Like” fewer than ten brands

Contrary to another study published in February that stated that 81% of consumers have either “unliked” or removed a company’s posts from their Facebook News Feed, this study reports that 76% of consumers said they have never “unliked” a brand on Facebook.

For brands looking to make the biggest impact on Facebook, it is essential to share compelling content, minimize marketing messages and refrain from overwhelming readers with too frequent updates.

View the complete study here: