Research Warns Against Use Of Coupons As Social Media Marketing Tactic

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A new study has revealed over three quarters of a brand's Facebook fans are already customers.

The research from social intelligence company Syncapse was conducted in order to discover why users of the social networking site became fans in the first place.

The Syncapse report said: "Since being a brand user is usually a prerequisite to becoming a Fan in consumer goods categories, marketers should prioritise their Fan acquisition investments on converting existing customers."

The most popular responses to the question, "Which, if any, of the following reasons led you to become a Fan or Like the following brands on Facebook?" were 'to support the brand I like' at 49%, 'to get a coupon or discount' at 42% and 'to receive regular updates from brands I like' at 41%.

Other responses included, 'seeing my friends are already a fan or 'liked' at 20% and 'to share my personal good experiences' at 31%.

In terms of a social media marketing however, the Syncapse report warned against the over use of things such as coupons.

It said: "Many brands, particularly retailers and lower-cost brands with high purchase frequencies, often resort to rewards and direct-response incentives for driving Fan membership.

"However, these tactics are often blindly targeted to brand-promiscuous deal hunters, resulting in a lower-quality, fickle Fan membership."

The research went on to conclude the value of a Facebook fan was $174, an increase of more than 25% since 2010, and urged brand marketers to try to get to grips on why Facebook users became a fan of the brand in the first place, as there may be far more effective and efficient strategies to gain the right kind of fan in a marketing sense - a regular spender.

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