Some recent studies out this week from emarketer state that 'Facebook Likes' don't always result in brand Loyalty.' Click here to see this emarketer study
Are we surprised by that?
I personally am not and this is why.
My belief is that the majority of brands are currently not providing their consumers or Facebook 'likers' with useful or entertaining content on a regular basis via their Facebook page or other social channels, largely since social media is so new and not yet clearly understood by many in terms of maximizing its potential use.
Many brands are simply generating 'likes' for the sake of generating likes (and feeling proud that it went up hugely since last week) but they're doing very little with these 'lean forward' consumers who are putting their feet into the front door of your brand to see what you have on Facebook that may engage them.
I think we are at the same stage with Facebook as a CRM medium, as we were 10 years ago with banner ads (including the dreaded pop ups) that got internet advertising off to a very rocky start as a viable medium.
At the time, everyone said that internet was not an effective medium. But since those early days, the medium has evolved hugely as a result of increased knowledge, testing and experience and even the 'dreaded' banner ads (particularly video) have actually been shown to move numerous metrics when tested correctly.
But here's the key
In my opinion, Brand loyalty via Facebook is only as good as the overall loyalty programme of the particular brand, and whether the initial touchpoint is :
- a Facebook 'like',
- a bricks and mortar store visit,
- an online store visit,
- a phone call
- an email
- another social channel
- word of mouth
- or something else
the principle is the same.
If you don't build a lasting relationship with the consumer and offer them interesting exclusive opportunities, tools or entertainment on a regular basis, there will be no loyalty. This is what we are currently seeing in many cases with Facebook as a CRM and brand loyalty tool.
But simply looking at a Facebook 'like' and saying it doesn't really influence brand loyalty much, for the most part, is like watching a 3D movie without wearing 3D glasses and then declaring that 3D movies suck!!
Facebook doesn't suck as a loyalty tool but is great way to get that first kiss with the consumer, that will hopefully result in a dance and then ultimately a long term, trusting, two way relationship with them!
What do you think?