Do Likes Equal Loyalty?

Creating long-term, loyal customers is a key ingredient in running a successful business.  The cost in retaining current customers is much less than the cost of acquiring new ones.  With so many companies using social media and putting an emphasis on cultivating “likes”, the question has come up, does a “like” equal loyalty? There is a new study detailing what Facebook and social media can do for a business and consumer effects of social media.

•  Nearly 90% of consumers use social networking sites
•  Two-thirds look for special promotions & offers on Facebook
•  Almost 60% have “liked” a brand’s page in the past 6 months
•  13% said that they are much more likely to purchase something from a brand they “like”
•  The most “liked” pages were from food, TV shows, music, movies & clothing brands
•   7 in 10 adults age 40+ “liked” food brands
•  Nearly three-quarters of teens “liked” TV shows music & movies
•  Over half of users are accessing Facebook from mobile devices

What Does This Mean To You?

If 90% of all consumers are networking socially, it’s safe to say that a majority of your customers are using social media.  While there may not be a direct line from “likes” to loyalty, there looks to be a link between “likes” and purchase intent.  One important thing to remember is that “likes” need to be organic to be beneficial.  Purchasing “likes” may be fast & easy, but there may not be any affinity between the “liker” and the actual brand.  The best way to acquire and retain “likes” through social media is content.  Tomorrows post will focus on what types of content people “likers” expect.  For more information on optimizing your social media efforts, please contact:
Al Fiala

Source: eVoc Insights; Emarketer


5 responses to “Do Likes Equal Loyalty?

  1. Hi Al, Look forward for your tomorrow’s post

  2. There is a strong relationship between “likes” and purchase intent because people, for the most part, only “like” brands they already have a relationship with. Getting your customer to “like” you is only the first step in developing an online relationship with them that, if done correctly, can lead to an increase in loyatly

    • Steven, Thanks for adding to the conversation. You are absolutely correct. But one of the mistakes some businesses make is purchasing “likes”. For the most part, these are people who will probably never shop at your stores or buy your products. Organic “likes” are the types of consumers you are speaking about.
      The kind that of “likes” businesses want to attract. They are also more likely to recommend your products and strenghen your reputation.
      Thanks again for commenting!

  3. How do you think the amount of likes a page for something (brand, company, product) already has affects the probability that someone will like it. For example, if a page has only 10 likes , will someone be less likely to “like” this page as compared to a page that has 1000 likes- assuming preferences are the same for each?

    • David, “likes” in themselves maynot be all that valuable. It what happens after the”like”. Do the people who “like” purchase or do they recommend.
      I think there is also the question of scale. 10 “likes” might be great for a small or medium business, if those 10 people come buy products and tell their friends about it. Thanks for adding to the conversation!

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s