I want to share some findings I came across via eMarketer re: a study conducted by eVoc Insights on the value of a Facebook “like.” I also want to make note of something else I saw in the same eMarketer article which sounded a little too much like something I wrote not long ago…First, the study…
In their article, eMarketer makes reference to particular finding from the study, the one which speaks directly to whether or not a Facebook “like” equates to a sale. Of course they (eMarketer) took the findings and applied their infamous and quite ubiquitous red & black graph.
Here’s the original…
Now, in their article they decided to lump the 41% who said they were “somewhat more likely to buy” with the 13% who said they were “much more likely to buy” a brand they “liked” on Facebook.
From the eMarketer article: “When surveyed by eVoc, 54% of Facebook users who “liked” the page of a brand or company that sells a product or service said they were somewhat or much more likely to purchase from that brand.”
They say “imitation is the sincerest form of flattery” and I want you to tell me if I am way off base here but it sure seems like the folks at eMarketer are reading my articles, which if they are, I’m flattered… 🙂
In the second half of their article, eMarketer makes reference to another study which showed that very few fans of some of the biggest brands in the world actually engage with them on their Facebook Page.
Here’s an excerpt from the eMarketer article about this…
But enough about me… no one really cares, I know.
What people – brand managers, brand evangelists, and so on do care about is Facebook and why a consumer likes a brand on Facebook and if that “like” translates into sales.
The answer is no… surely said consumer may eventually buy a given brand but the fact is consumers like a given brand because they want and expect something in return.
A chart from the CMO/Lithium study:
To me, if someone who “likes” your brand on Facebook also happens to buy your brand, is very fortunate coincidence.
Do you agree?
Tell me why…
Sources: eVocInsights, eMarketer, Social Media Today