CorpComms Magazine

Consumers who 'like' or become a 'fan' of a company on social networking sites such as Facebook are more likely to be looking for discounts and freebies that expressing a personal loyalty to the brand, according to a study conducted by email marketing software company ExactTarget and social media marketing consultancy CoTweet.

Two out of five people who register their liking for a brand do so gain access to discounts and promotions, 36 per cent are cruising for freebies, another quarter seek to unlock exclusive content, whilst just 17 per cent of consumers say they are more likely to purchase from the brand after becoming a 'fan' on Facebook. 

Many are however looking to publicise their interest in the company to other people, with 39 per cent 'fanning' a brand to show support. 

The primary motivations for using Facebook are social rather than consumer, with 63 per cent of profile-holders using the forum to reconnect with old friends and those who live far away and 59 per cent prioritising maintaining personal contacts. 

Jeff Rohrs, head of the research and education group at ExactTarget, said: 'Consumers use Facebook to interact with friends, be entertained and express themselves through their public affiliation with brands - factors that combine to create a potent viral marketing platform. 

'By engaging consumers on Facebook in a way that keeps them entertained, brands have an unprecedented opportunity to mobilise fans and get introduced to their friends.'

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