The influence of social media has once again been demonstrated after a recent study suggested that Facebook fans tend to be brand advocates.
The Facebook and Brands survey was conducted by ad agency DDB and covered users in the U.S, U.K, Italy, France, Australia and Chile who were already connected to brand pages. The polling took place between August 27 and September 27 this year and was directed towards females (55%) with an average age of 31.
First reported by Adweek, the survey discovered that users who ‘like’ a brand’s Facebook page proceed to use its product regularly or occasionally.
These users are also likely to recommend the brand to friends – with 49% of those surveyed claiming they would “certainly” do so and 43% commenting that they “probably” would. The study also suggests that brand pages are usually found by Facebook users via advertising. This is something that Sports New Media is well aware of, as it continues connect brands with fans worldwide.
Catherine Lautier, director of business intelligence at DDB France, admitted that she was surprised by some of the findings of the survey.
She said: ”I was expecting [brand page likers to be] a lot more benefits orientated versus, ‘I’m joining because I actively want to recommend it to friends’. I thought it would be a lot more passive than that.”
