Three in five local consumers will ‘Like’ a business’ Facebook page if they’re offering discounted products or freebies, a new report has found.
According to a Crossman Insights survey, while discounts and freebies migh initially attract consumers, many are genuinely interested in interacting and discovering more about the companies they ‘Like’.
This means businesses and brands need to find more inventive and exciting ways to engage Facebook fans, which means finding the right balance of interesting and relevant information.
“There has never been a more opportune time for businesses to develop a multi-faceted, creative and sophisticated Facebook strategy that spans outside of ordinary competitions and discounts to keep fans engaged and informed,” Crossman Communications managing director Jackie Crossman said.
“Online Australians are displaying a high level of curiosity and sincerity when loving up company and brand pages on Facebook, but they also have exacting standards,” Crossman added.
Fifty-three percent of consumers said they’ll ‘Like’ a Facebook page to follow company news and gain access to exclusive content. But still, some businesses are finding in hard to know what works online and what doesn’t.
“Marketers are now learning about the key benefits and pitfalls of social media through experience. Many companies have moved from interacting with customers on networking sites with a nervous, trial-and-error approach, to recognising that outlets like Facebook are a vital part of the marketing mix,” Crossman added.
The survey also found Facebook attracts almost nine in ten 18-34 years olds, who are some of the most active users of the site but can also be the most fickle.
“The younger demographic are the biggest and most frequent Facebook users accessing it through various mediums, but they are also the most fickle. They will hit the ‘Unlike’ button if a company or friend’s page is dull, or cluttering their news feed with too many posts,” Crossman said.