Facebook Pages Better than the Website? Fans Think So
When talking to 1000 social media users about how they felt about liking brands on Facebook, market research firm Lab42 found that 50% of them said that the Facebook page is more useful than the website. Sure, that statistic can be interpreted to mean that social media users prefer the social media profiles of brands to the website, or that social media users just like them better. However, the key word is 'useful', and no one has yet taken the time to figure out why Facebook pages are considered more useful, or how to make one's website more useful than before.
Lab42 also found in this survey that the biggest motivators for liking a brand on Facebook were promotions/discounts, free giveaways, and customer loyalty, in that order. Brand websites rarely have the first two, and are primarily "brochureware", bland marketing jargon that's meant to sell the visitor on the product or service. Judging from the biggest motivators for liking a brand, most social media users are already sold on the brand and its product or service. On the one hand, this should make it easier for brands to learn about their customer base, since it seems that the Facebook fan base would reflect who's buying the product and service. On the other hand, Facebook fans using the pages in this manner could make it difficult for brands to up sell, or even buy at all, since it seems that most fans are only buying when there's a discount, or are just grabbing the free stuff.
This is further shown in this survey, where almost half of social media users said they liked a brand, but had no intention of buying from that brand. The reason? They only wanted free stuff (52%), or they like the product and can't afford it (46%), or they only liked the brand to help out a friend (24%). Perhaps Facebook pages are best at giving consumers the best of their world; a free product or a great coupon. So, how do brands get the best of their world, whether it be from Facebook or from the website?Continued on the next page