Here’s the million dollar question:
Why would anyone “like” your company on Facebook or follow you on Twitter?
I’m one of countless marketing consultants that helps clients use social media to connect with new customers. I’ve written countless articles on this blog and elsewhere about the benefits of social media for small business owners. At each GetListed.org Local University workshop, I’m the “social media guy” talking about how to connect with local customers online.
But still, the question: Why do we follow companies on social media?
In a word? Deals.
Two recent studies say that the primary reason consumers follow companies/brands on Twitter, or like them on Facebook, is because we’re all looking to save a buck. But, “deals” didn’t score above 50% in either study, which should tell you what you already know: Everyone’s different, and has everyone has different motivations that guide their behavior.
As part of its Subscribers, Fans, and Followers report, ExactTarget last week published survey results that included the question, What has motivated you to “like” a company, brand, or association on Facebook? The number one answer: To receive discounts and promotions. The number three reply: To get a “freebie” (e.g., free samples, coupon).
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That echoes survey results that were put out last year as part of Razorfish’s annual FEED survey. In that survey, consumers using social media were asked why they connect with brands/companies on Facebook and Twitter. Here are two separate charts detailing the replies.
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As you can see, in both cases, exclusive deals or offers are the primary driver for consumers to connect with businesses in social media settings. On Twitter, the separation between that reason and the second-highest reason (“I’m a current customer”) is pretty dramatic.