The other day research company TNS came out with research claiming that social media users were sick of so-called “digital waste” from brands, with 60% of US and 61% of UK consumers not wanting to engage with them on Facebook or Twitter.
In fact, separate research from analytics firm Crowd Science does show that liking a brand Facebook page is the exception and not the norm. ‘Only’ 9% of Facebook users have liked a brand page. And not surprisingly, the older the user, the less likely they are to give up a like.
Of course, a pool of 1/10 Facebook users is still significant given the ’1-9-90′ school of thought that you need to target the 9% of people who actively comment and share.
So how do you get that 9% to actually like your page. The most effective routes are also the obvious ones. Crowd Science’s infographic shows that many Facebook users simply want to show support for a brand, while good and interesting content works well too.
As a result, placing prompts for visitors to like your Facebook page on other social properties / your website makes sense. As does a widget or preview bar displaying the type of content they might expect to see.
- Crowd Science’s Facebook Study: People Most Often Click Like to Show Support and Enjoyment (insidefacebook.com)
- Less than 20% of Facebook content is Liked (infographic) (zdnet.com)
- 58% of Facebook Users Expect Exclusive Content From Business Pages [Data] (hubspot.com)