22 September 2011 - 11:10am | posted by | 0 comments

44% ‘like’ something posted by a company at least once a month

44% 'like' monthly44% 'like' monthly

Research by interactive marketing provider ExactTarget has found that 93% of Facebook users click ‘like’ at least once a month, and 44% ‘like’ something posted by a company in the same timescale.

It was discovered in ‘The Meaning of Like’ study that 45% of Facebook users say they ‘like’ a company at least monthly, while 35% say they never ‘like’ a company.

Among people that have ‘liked’ at least one brand, 31% of respondents say they have avoided ‘liking’ more brands because they do not want to push things into their friends’ newsfeeds.  However, people who ‘like’ over 11 brands are more likely to be motivated by rewards in the form of coupons or exclusive deals in exchange for their ‘like’.

Younger consumers (age 18-26) tend to use ‘like’ for self-expression and public endorsement of a brand, while consumers aged 27 and older are more likely to expect something of value in exchange for ‘liking’ something.

Jeff Rohrs, vice president of ExactTarget’s marketing research and education group, said: “With Facebook such a vital part of the online social fabric, marketers need to be smart and strategic when developing campaigns on Facebook.

 “A click of the ‘Like’ button means different things to different people. It creates an opportunity for further engagement, but it is merely one step toward the types of meaningful, cross-channel relationships marketers need to succeed.”

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

RSA – Accident & Health travel app development

23/01/2015
The app is used by RSA business travel customers and is...

Tennent’s Hee Haw - brand and packaging design

22/01/2015
The Brief Tennent’s Lager tasked 999 with creating the...

GEARS OF WAR 3

21/01/2015
Xbox asked for a social campaign that would create buzz and...

CASE STUDY: Royco

20/01/2015
Redefinition of the target generating trial through...

Martin House Children's Hospice Website

20/01/2015
Project Insight With our growing expertise working with...