Preaching to the choir won’t increase loyalty


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Two recently released studies, unless ignored, may put a dent in many marketers’ plans for an easy media solution. Turns out Facebook ‘likes’ don’t mean much. And Facebook may not be anymore helpful than mass media.

A study by the Ehrenberg-Bass Institute “…found slightly more than 1% of fans of the biggest brands on Facebook are actually engaging with the brands.” Karen Nelson-Feld a researcher with the Institute said, “Facebook doesn’t really differ from mass media. It’s great to get decent reach, but to change the way people interact with a brand overnight is just unrealistic.”

In another study done by Ms. Nelson-Feld she found a greater occurrence of heavy buyers in the Facebook population than in a more general population of customers. The study also found that purchase frequency didn’t increase after someone became a fan. In other words, fans are already heavy users and being a fan doesn’t increase your usage.

This does not suggest Facebook is ineffective, simply that it is not the panacea. But I doubt that knowledge will affect their opening stock price.


Republished with author's permission from original post.

Mitchell Goozé
Mitchell Goozé is the president and founder of Customer Manufacturing Group. His broad scope of business experience ranges from operations management in established firms, to start-up and turn-around situations and mergers. A seasoned general manager, he has headed divisions of large corporations and been CEO of independent firms, always focusing the company strategy on the most important person in business . . . the customer.


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