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Social Fans More Likely to Buy

Most brand followers report increased purchase intent

Social media marketers looking for an indication that their efforts are helping the bottom line will be encouraged by findings from Chadwick Martin Bailey and iModerate that social friends and followers feel more inclined to purchase from the brands they are fans of.

More than one-half of Facebook fans said they are more likely to make a purchase for at least a few brands, and 67% of Twitter followers reported the same.

US Facebook Users* Who Are More Likely to Buy/Recommend a Brand Since Becoming a Fan/Follower on Facebook, February 2010 (% of respondents)

The power of earned media gives a further boost to brands: 60% of respondents claimed their Facebook fandom increased the chance they would recommend a brand to a friend. Among Twitter followers, that proportion rose to nearly eight in 10.

The researchers also explored why social media users become brand fans. The top reason to friend a brand on Facebook was to receive discounts, followed by simply being a customer of the company and a desire to show others that they support the brand. On Twitter, discounts, up-to-the-minute information and exclusive content were the main draws; only 2% of respondents followed brands on Twitter to show their support.

Primary Reason that US Facebook Users* Are Fans of a Brand on Facebook, February 2010 (% of respondents)

The findings are largely in line with previous research about what social followers want, but the results changed when Chadwick Martin Bailey asked respondents about why they had first decided to follow brands, and allowed them to choose as many reasons as they liked.

Among Facebook fans, the top reasons were being a customer (49%) and to show support (42%), with discounts and promotions coming in third (40%). Another 34% simply said it was fun and entertaining to become a fan. On Twitter, being a customer won out (51%), with discounts (44%) and fun (42%) rounding out the top three.

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Check out today’s other article, “Android Rivals iPhone in Smartphone Loyalty.”



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