Why Your Facebook Page Is More Useful to Consumers Than Your Website
For anyone doubting the power of social media, you might want to reconsider. According to a recent study, about 50 percent of consumers think a brand’s Facebook Page is more useful than a website.
Out of the 1,000 social media users surveyed by market research company Lab42, 87 percent said they Liked brands on Facebook. Of those, 75 percent of consumers said they feel more connected to the brand on Facebook, while 35 percent feel that brands listen to them more on the social network.
If you’re debating the effectiveness of Facebook ads, these results could sway you: 69 percent of consumers have Liked a brand just because a friend did. While friends can see activity through their News Feeds, it’s possible that Sponsored Stories also played a role here.
You might also want to look into Facebook Offers, which just received e-commerce support. As it turns out, the top reason for consumers to follow a brand on Facebook is to print out coupons and discounts — 77 percent of consumers have saved money as a result of Liking a brand.
Additionally, consumers turn to Facebook to engage with your brand and learn more about your products. But be careful not to oversaturate your Timeline with updates. Seventy-three percent of those surveyed have unLiked brands that post too frequently, become irrelevant, or resulted in a bad customer experience.
You can read more findings from the study, including the top three products consumers are embarrassed to Like, and why consumers don’t Like brands on Facebook, in the infographic below. While this is just one example of social media dominance, it’s a pretty powerful reminder to pay closer attention to your outreach strategy, especially on Facebook.