Marketing Manager, Comm100 Network Corporation
Mark W., Ame K. and 1 other like this
Social Media Manager at London24
I, as a customer, would follow a brand on social media because:
1. I want to know about special offers and announcements that could be of interest.
2. For customer service
3. To participate in contests etc.
Potential customers might want to follow a brand on Facebook because they are either planning to become a customer or seeking additional information that might help them in their decision making.
Either way, I follow a brand because I am seeking information or the content is really relevant to me.
U.S Marketing Manager at Socialbakers.com
Following a brand that you like allows you to give valuable feedback to the brand. Traditional marketing is a one-way form of communication. Now with social media, brands have the ability to listen to what their customers are saying about their brands and respond.
Long story short, I follow brands that I like so that I can see if they are coming out with products that are aligned with my interest, the ability to post on their wall if I have a customer service question, and listen to what others are saying about the brand. All interesting stuff. With brands that I like, I want to be a key influencer.
Founder/CEO at Redbridge, Inc. & Founder of Inter-Tribal Energy & Tech Tour
Hina, well said. I agree with all of those reasons. I follow brands I use regularly to interact and provide feedback. I love the brands tat adopt an actual persona on their social media accounts - and when they're prompt with feedback to users (not just me) it just secures my loyalty.
Real Print Publisher, Advertising Director and Owner of Bayside Publications
Do you not think that people email in and phone in complaints about bad customer service? I know I do.
Do you not think that if you liked to know about a business you would be on their email list to get their latest specials and updates? I know I am
And some business just post crap 2 or 3 times a day and can annoy and destroy more customers than attract with SoMe.
And now let’s look at the negative which everyone always seems to forget. If you are annoyed about something with a business and it may be a miss understanding, instead of just emailing it in so only the complaints department know about it. You post it out on FB and hundreds or even thousands of people get to hear about it, and all of a sudden you the business owner have to go into damage control.
And I know the FB team will say how great that is because then other customers can see you trying to resolve the issue, and it makes you accountable, but if it was not made public in the first place you would not have to worry!
I dont bother following brands on FB as I am too busy with my life.
Project Manager & Web Designer at Clintelica AB
People follow brands because they become aware and up-to-date with a company they are interested in. As a consumer of both B2B and B2C companies, I wish to know their perks, tricks and updates.
Ultimately, regardless of what you might consider as spam, they offer direct information on what you consume.
Lead Consultant - Media & Communications at Wipro Technologies
First and foremost is the love for your favorite brand.
You intend to keep yourself updated with the recent news, product launches, special offers etc.
Marketeer at Body en Fitshop
I am currently writing my bachelor thesis about a subject similar to your question. I don't want to hijack your topic but i would like to know if anyone has a link to an article/book/author with research to this matter. ( Dutch / English / German )
Answering your question:
I think there are multiple reasons for people to follow their favorite brand.
1. It's a way to express yourself towards your friends on social media. Your friends can see that you like Apple, Beats Headphones etc and this forms a image of the user.
2. It's a fast, easy and free way to get in touch with the company, its replacing the 20 minute long phone calls to the customer service desk of a company.
3. Free stuff, give-aways and exclusive content! Do i need to say more?
And of course just getting updates about your favorite brand, new models, new content etc.
Marketing Manager, Comm100 Network Corporation
Thanks for all comments. There are several reasons for people to follow brands, get updates of brands, special offers, keep in touch with brands.
Customer behavior has changed a lot because of social media. Now potential customers can easily get information about brands/services/products, active customers can share feelings based on his/her experience, no matter is good or bad, the word-of-mouth is more powerful.
Brand must respond as soon as possible on social media, especially to criticism. It a great challenge for customer service, because the criticism can be spread very quickly on social media.
I have another question now, how many times a brand post a day that will make you feel annoyed and unlike them?
That really depends. Posting too frequently is always a bad idea as you don't want to overwhelm fans on social media. However, research has shown that posting 3 to 5 times a day shouldn't hurt. Another aspect that should not be overlooked is the content. If I have joined a fan page on social media and I really like the content the page posts, I don't think I'll be annoyed if they post 3 to 5 times a day. However, there's another brand that I like and they post completely irrelevant and random stuff, I might want to hide them from my news feed or ultimately unlike the page. So I think it's highly relative and all about striking a balance between highly relevant content and the ideal frequency of the posts. A lot of brands also do time zone analysis of their fan pages which tells them when and how much should they post e.g. the number of posts that work for my brand and what time of the day gets most number of responses/interaction etc.
Hina, thanks very much for your reply. I have the same idea as you, content is the king, if followers are interested the posts, frequency and timing is not so important. Now Facebook Insights can also help managers to monitor the behavior of brand followers.
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