Though more than nine in ten Facebook users (93%) click on a Facebook “like” button at least once a month, their motivations for doing so vary considerably by age and context, according to a new study by ExactTarget and CoTweet.
Nearly two-thirds of Facebook users surveyed say they "like" at least one brand on Facebook; among them, the top like-related activities performed at least monthly include the following:
- Like an item posted by a friend on Facebook: 74%
- Social bookmarking (clicking the "like" button from an external website): 52%
- Like a brand's Facebook page: 45%
- Like an item posted by a brand on Facebook: 44%
Below, additional findings from the titled "The Meaning of Like," the latest in ExactTarget's Subscribers, Fans and Followers research series.
"Like" Does Not Necessarily Mean "Permission"
Nearly two in five Facebook users who like brands (39%) say the act of "liking" a brand should never be interpreted as permission to post marketing messages that appear in a user's news feed, whereas 15% say "liking" a company's Facebook page should "always" be interpreted as permission to do so.
Similarly, 48% of Facebook fans say the act of bookmarking a brand via the "like" button from another site (e.g., news site, blogs, brand website, etc.) should never be interpreted as permission to post marketing messages in a user's news feed; 42% say that action can sometimes be interpreted as permission and 10% say it should never be interpreted as such.