As a company, we'd like to think that our clients are willing to show their support for the work we do for them by "liking" our company page on Facebook. We also hope they might share our company Facebook page with their Facebook friends. But the hard truth is that it's been an uphill battle for us - and for many other companies we talk to. Now a November 2011 report from eMarketer.com is making us feel at least a little better.
According to the report, it's common for Facebook users to resist "liking" companies. Citing a Crowd Science survey, the report states that only 9% of Facebook users currently "like" a branded Facebook company page - and that the reasons for liking the page were most frequently to "show support" (typically friends and family of owners and employees) or because they "enjoy what is being said" - not because they liked the company's products or services.
Also important is that of those who "liked" a branded retailer's Facebook page, the most common reasons were to seek out sales and promotional codes, and to share both positive and negative reviews. Less than 50% said they liked a page in order to follow company news and updates, or participate in a conversation with the company or its fans. Yet these are two reasons most often given for why companies create Facebook pages.
Maybe it's time for companies to move away from branded pages on social media sites, and simply stick to advertising on them instead.
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