Study Shows Brand "Friending" Means Brand Buying

Posted by Abe Sauer on March 18, 2010 09:50 AM

It has recently been established that Facebook is the most popular online brand in the world. If a new study is to be believed, Facebook's popularity also rubs off on brands. Which ones? Well, all of them.

The results of research on social media and brands by iModerate and Chadwick Martin Bailey show that nearly 20 percent of respondents were more likely to buy or recommend "many" brands since becoming a "fan" or "follower" of those brands on Facebook or Twitter. The responses were just as encouraging in other areas.

When it came to at least "a few brands," more than 30 percent of respondents said they would buy a few of the brands they followed on Facebook, while over 40 percent said they would recommend at least a few of those brands to friends. Such positive results for brands followed on Twitter were even higher. Reasons for "friending" the brands were studied as well. The most common reason for Facebooking a brand was to receive discounts. The second most common was being a customer of the brand. The third was just to show support.

Clearly these findings are far from a brand strategy magic bullet – “likely to buy/recommend a brand" is a long way from making an actual purchase. Furthermore, since these respondents had already "followed" these brands via their respective social media networks, one could assume (or hope) they were likely to buy or recommend some of them anyway. There also should be some concern and confusion about the 34 percent of Facebook respondents who said that, despite being fans of a brand, they would not buy it.

However, these results should excite and encourage branding professionals who have been pushing social media integration at their respective properties. The results should also bolster those pushing for their brand's strategy to add a greater social media element. Finally, the study should validate those branders who have fought for social media synthesis in the face of naysayers.

In fact, some of them might want to make use of brandchannel's email share function below!

More about: Tech, Facebook, Twitter, iModerate, Chadwick Martin Bailey

1day1brand says:

I am a fan of Chanel on facebook because I love the brand experience of that company, the fashion, and the lifestyle. Do I buy Chanel often if at all? No. (unfortunately)

Interesting article. Would love to see some Stats.

Check out our Rebranding Branding Blog: http://www.distility.com/rebranding-branding

Twitter: @1day1brand

March 18, 2010 10:24 AM #

Jeff Maciejewski says:

right on, abe. there needs to be less fanaticism and more strategic thinking applied to the use of social media. to further question the report that you cite, i wonder precisely what buying "a few brands" really means. moreover, might these people buy at least SOME of these brands ANYWAY, even if they WEREN'T on facebook? well done, sir! http://wp.me/pIfvI-d2

March 18, 2010 11:30 AM #

fueling social media fanaticism are posts on industry blogs that might be well intended, but in the end merely spew out the talking points of social media "research." in the end, all observers who do this sort of thing only shoosh the lemmings toward the end of the cliff. http://wp.me/pIfvI-dj

March 19, 2010 10:09 AM #

Heath Weaver says:

Duh! Seriously did some actually pay a company to study to prove that when someone specifically mentions that they like a brand they are more likely to buy from them? Oh yes, that's genius.

1day1brand, is it because you don't like the actual product or is it too expensive for the perceived value?

March 20, 2010 07:27 AM #

Jatin Rai says:

There is always a difference in intent & behavior of the consumer!

March 20, 2010 11:10 PM #

Detavio Samuels says:

Interesting article but there is still a lot more to understand. Most people probably only friend/fan companies that they are 20% likely to buy from in the first place - meaning Facebook adds very little value to the equation discussed above. What needs to be studied is the incremental "lift" Facebook provides in terms of brand loyalty, sales, purchase intent, etc - and, even moreso, what's the cause of that lift. Perhaps we will find that those companies who do couponing on Facebook have a higher purchase intent than those who don't. I think there is some more magic to be discovered. Thanks for sharing. http://bit.ly/bLm4Bj

March 20, 2010 09:32 AM #

Social Media at this point of time largely remains a cost center. It definitely is an important sink of information for brands & is powerful tool for creating awareness & remaining highlighted. But expecting incremental sales out of it is a matter of debate.

Its just like a roadside billboard, that brings a brand to limelight but its difficult to measure sales gain out of it. Its just that this 'facebook' billboard is more targeted & at a prime location depending on the product category & of course at a much lower cost.

It has also come out a powerful tool to address customer grievances & when other potential customers see the responsibility & commitment shown by the brand, it definitely has an incremental effect on the brand equity (& not necessarily on sales).

March 20, 2010 11:20 PM #

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April 8, 2010 12:00 AM #

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It has also come out a powerful tool to address customer grievances & when other potential customers see the responsibility & commitment shown by the brand, it definitely has an incremental effect on the brand equity (& not necessarily on sales).

April 12, 2010 11:48 PM #