Study Highlights the Value of a Facebook Like

With all the thought, planning and work that goes into Facebook page development understanding return on investment is a must.

Constant Contact and research firm Chadwick Martin Bailey seem to think Facebook fans are an invaluable resource due to unusually high conversion and referral rates. We’ve highlighted some key points from a recent digital use survey.

Here are 10 key facts on how users interact with brands on Facebook: 

1.  Consumers interact with their favorite brand on Facebook far more than other social networks

2.  56% of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook

3.  51% of consumers said they are more likely to buy a product after “Liking” a brand on Facebook

4.  52% of those who go online said that they spend at least one hour a week on Facebook

5.  76% of consumers said they have never “un-liked” a brand on Facebook

6.  77% of consumers said they interact with brands on Facebook primarily through reading posts and newsfeeds

7.  78% of consumers who “Like” brands on Facebook said they “Like” fewer than ten brands

8.  58% of consumers said they “Like” a brand on Facebook because they are a customer

9.  45% of consumers said they spend most of their time on Facebook in the newsfeed

10.  69% of consumers said they want to hear from some brands on Facebook more than others


Mark Schmulen from Constant Contact sums up the study nicely:

“This data reinforces the need for businesses to be active on Facebook. Consumers are not only willing to connect with brands on Facebook, but those that do are more likely to buy from and recommend brands to their friends…the ability to easily share content across a wide network is what makes Facebook such a powerful referral engine.”

But don’t stop with the like; it is crucial to engage fans in order to encourage these positive behaviors. Provide sharable content that builds relationships and conversation, and Facebook could be your “referral engine,” too. That means having the people and processes in place to stay relevant while integrating with other digital channels. After all, social engagement is just one piece of the digital puzzle.

Has your Facebook page paid off in the form of sales and referrals? We want to hear about your social success stories.