Nearly nine in ten Facebook users (87%) say they "like" brands on Facebook, and among them fully one-half (50%) say a brand's Facebook page is more useful than its website, according to a survey from Lab42.
Moreover, among those who like brands on Facebook...
- 82% say Facebook is a good place to interact with brands.
- 75% say they feel more connected to brands.
- 69% say they have liked a brand because a friend has done so.
However, not all fans are convinced that brands are listening to them: Among those 82% who say Facebook is a good place to interact with brands, only one-third (35%) say they believe brands listen to them on Facebook.
Below, additional findings from Lab42.
When liking brands on Facebook, most people want something in return: 34% cite promos and discounts as a key motivator for giving a thumbs up, and 21% cite free giveaways.
Some 14% of social media users who like brand pages say they do so out of loyalty to the brand.
Clearly, brands are responding to consumers' desires: 77% of social media users who have liked a brand on Facebook say they've saved money after doing so, with 66% saving $20 or more in the previous year and 17% saving $100 or more.