According to a study conducted by Chadwick Martin Bailey, social media consumers are more likely to buy from a brand that they follow on Twitter or are a fan of on Facebook. But, how do you get these followers and fans? The cycle of fan to consumer is as much a factor of networking as it is ad strategy. Generally people become fans or followers once they have already had some interaction with a brand. Obviously the more fans a page has, the more reach the brand will have. This is just the initial step in the networking process. Next, you need to become aware of the two different types of reach; direct and indirect. Directly, the brand will be seen by those connected to the fan page, the ‘fans.’ Indirectly, friends of the fans will gain exposure to the brand through newsfeeds and updates. For example, I may not know what Hess Marketing does, but if one of my friends becomes a fan, I will have exposure to company updates and have the opportunity to view the fan page myself. Almost 20% of Facebook users join fan pages because of a recommendation. And, since it has been proven that Facebook fans and Twitter followers are more likely to reTweet or write on a brands Facebook wall, the likelihood that the news will come across my newsfeed is higher. Also rising is the likelihood that I will want to join the fan page myself or follow the brand on Twitter. 20% of people join Facebook fan pages and follow brands on Twitter so that they can be a part of a community of like-minded people. (If my friend likes it, I will most likely like it as well.) Furthermore, being a fan of a certain brand has become a general part of the personal profile, and who you follow on Twitter shows others what you are interested in and what types of organizations you support. 42% of people become fans for the sole reason of showing support.
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