For consumers, Facebook’s Like button is a pathway to getting discounts, promotions and special offers. Marketers have a more narcissistic view, according to a new study.
- 57 percent of marketers thought a ‘like’ meant the content on the site was agreeable;
- 41% thought it meant customers wanted to be heard;
- 33% of marketers said they thought customers were looking for incentives or rewards for their ‘like.’
From the consumers’ perspective, the study says they engage with brands through social channels primarily to:
- Be eligible for exclusive offers (67 percent);
- Interact with other consumers and compare experiences (60 percent);
- Find games, contests, and other unique experiences (57 percent);
- Find service and support from their social networking site (50 percent);
- Share ideas for new products and features (41 percent).
There was also a difference between the two groups in terms of perception of customer loyalty. Of the 132 marketers surveyed in the study, only 24 percent thought a ‘like’ meant the consumer was also a loyal customer. Conversely, 49 percent of the 1300 consumers surveyed said they liked a brand because they were already loyal customers.
Most damning was the revelation that, though brands are seeing benefit to the use of social media, less than one-fifth (17 percent) have yet to fully align social channels into the marketing mix.
Bottom Line? Give your customers and fans whatever is valuable to them! Don’t assume they just want to talk to you. Engage is a huge buzzword, but value is what marketers should really be thinking about.