Brands work only with the support of their consumers. The closer a consumer feels to his or her chosen brand, the more ‘personal’ he or she feels the connection is, the more the consumer is likely to stick to that particular brand through thick and thin. Look at Apple, for example. They make fantastic products, but so do many other companies. But somehow, Apple has managed to instill a sense of identity about their product, something that makes their consumers extremely protective about the brand.
Why are we going on about brand – consumer connection? Well, because according to a new study, that is the kind of connection which makes people connect with brands in social media. More specifically, it’s what makes people ‘Like’ their chosen brands on Facebook. Conventional wisdom is that people generally engage with a brand on social media to either communicate with the brand or to take advantage of special offers, promotions etc. However, according to a study by ExactTarget and CoTweet, 39% of the people polled said they ‘Like’ a brand on Facebook to show their brand loyalty and support to others. It is the second most important reason why people ‘Like’ brands, ranking only below a desire to take advantage of special offers.
This study is illuminating because it is proof of something most social media marketers try to explain to companies and businesses – social media efforts can only be successful if they are tied together skillfully with real-world efforts. It works when people organically flock to a company’s Facebook page simply because they want to show other people they love that particular brand. Nurture that love, encourage it and your business too can rule the social media sphere.
To read up more on the survey, click here