Companies which believe that a consumer “like” on a Facebook page is a licence to bombard with marketing communications are being told to think again, after a new study revealed huge discrepancies in what it means for different consumer groups.
The Meaning of Like study, the latest in ExactTarget’s Subscribers, Fans and Followers research series, found a universal meaning of “like” has yet to emerge, largely because a click depends on the individual consumer and the context in which the “like” button is used.
“With Facebook such a vital part of the online social fabric, marketers need to be smart and strategic when developing campaigns on Facebook,” said Jeff Rohrs, vice president, ExactTarget’s Marketing Research & Education Group. “A click of the ‘like’ button creates an opportunity for further engagement, but it is merely one step toward the types of meaningful, cross-channel relationships marketers need to succeed.”
“Like” is not the same thing as permission, according to the study, with only 15% saying that “liking” a company’s Facebook page should “always” be interpreted as permission to post marketing messages that appear in a user’s news feed. Some 39% say their “like” should “never” be interpreted as permission.
People who “like” a lot of brands (11 or more) are more likely to be motivated by rewards in the form of coupons or exclusive deals in exchange for their “like”. Meanwhile, younger consumers (age 18-26) tend to use “like” for self-expression and public endorsement of a brand, and consumers aged 27 and older are more likely to expect something of value in exchange.
ExactTarget chief marketing officer Tim Kopp said: “Facebook has emerged an essential interactive channel for brands to create engaging experiences and share relevant content. The Meaning of Like provides marketers exclusive new insights on what consumers expect from brands on Facebook and offers recommendations on how to integrate the channel into the broader marketing mix.”
