Turning "Likes" Into Loyalty

In an earlier post, we told you about how consumers are using Facebook “likes” more than reviews. Now, Facebook “likes” might be considered evidence of purchase intent and product loyalty.

Once consumers “like” or follow a brand on Facebook:

  • 61% plan to buy the product as much as before they followed the brand
  • 36% plan to buy the product more than before they followed
  • 75% of followers joined the brand because of advertising
  • 92% of follows said “liking” a brand means they are more likely to recommend the brand to other people

But just because people follow a brand, doesn’t mean they will stay – 36% of brand followers disengage from that brand. Why?

  • Dissatisfaction with frequency of communications
  • Lack of perceived value
  • Uninteresting content

What Does This Mean To You?
Facebook and other social media offer a wealth of opportunities for your business.  Make sure you are optimizing your social media presence and you are providing real value for your followers.  Mandatory “like” contests will boost your followers, but that is just the first step.  Think of all the ways that you can stay in contact with your followers.  Support your social media campaigns and continue to develop loyalty through email, text messaging, mobile and direct mail.  For more information on how to optimize your social media presence, please contact your Orlando Sentinel Representative or
Lisa Mercer
Orlando Sentinel Media Group



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