Social media is a new notion to the general public; thinking back, social media hardly existed six years ago. Now, people not only communicate with each other on social networks, they also connect and communicate with brands on a daily basis.
People interact with their favorite brands on Facebookfar more than on any other social network, according to a recent study of online consumer behavior by Constant Contact and research firm Chadwick Martin Bailey. They analyzed the behavior of 1,491 U.S. users (ages 18 and older) and created a slideshow which I have linked at the bottom of this email.
We found a few things that raised our eyebrows:
77% of consumers said they interact with brands on Facebook primarily through reading posts and updates from the brands (most likely through the News Feed)
Only 17% of respondents said they interact with brands by sharing experiences and news stories with others about the brand
Only 13% said they post updates about brands they like
56% of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook
Before you read the slideshow in its entirety, we feel it’s important to note that new studies about social media are coming out daily by the dozens, and sometimes the data shown in one is contradictory to another. That being said, take what you learn with a grain of salt and continue to feed TDG engaging content to share with your fans.
If you remember my last email, I wrote about the phasing out of Facebook Places. While we are losing one form of a location-based social network, another, Foursquare, has begun to extend its offerings.
Each of your centers currently has a venue (for shoppers to “check-in” at) and an account (in which the center itself could make connections and leave tips). However, this is somewhat limiting since an account only allows a certain number of connections (about 1,000).
For some time, Foursquare has been in a “testing stage” with certain brand pages that would not limit the amount of connections a typical account does. Recently, the opportunity to create brand pages has been opened up to the masses and Foursquare has made them easier for users to develop.
Given the new offering, I’d like to take advantage of it for each of my centers. In the next month, I will be transferring each of your center’s accounts to brand pages which will allow as many people as would like to follow your center to do so.
Please see the example of a brand page below. As you can see, VisitPA can curate lists with tips. Also, there is a section marked “followers”, which demonstrates the difference between a brand page and account.
Places check-in feature from its mobile app. Due to the large number of people already on Facebook, the introduction of this feature was originally thought to signal the demise of the other location-based gaming apps like Foursquare and Gowalla. However, by last October, only about 6% of mobile users were “checking-in”.
Starting immedately after the announcement of the discontinuation of Places, a new feature was added where you can optionally add locations to your status updates or pictures (see image below). We haven’t seen Facebook remove the “Deals” from places offering them, but it’s soon to come.
As you may have guessed, the smaller compeititors are likely toasting each other in a celebratory manner as David beat Goliath this round. Our thoughts are that there’s probably something that Facebook isn’t telling us – like that Places isn’t as profitable as it is trouble. After all, 6% of 750 million users (that’s how many people are on Facebook, according to their statistics) is 45 million! That’s a lot more than Foursquare, which now has over 10 million users. HubSpot Blog’s raised another interesting thought when they recently posted, “Social media platforms come and go every day. While it’s important to keep tabs on what’s new on the scene and how it can impact your marketing campaigns, be mindful that not every shiny new toy will serve a meaningful purpose in your marketing mix.”
Facebook Places was almost a year old before it’s tragic death, the exact date for which hasn’t been released yet. If you were an avid user (or had to bear with me while we tirelessly tried ten different ways to claim your “place”), our condolences are with you.
Thanks for your time this week. For more information on the demise of Places, click here.