Social Media Engagement: Facebook Wins

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Facebook Interaction Graph

A recent study, conducted by Constant Contact and Chadwick Martin Bailey, indicates that people are more likely to interact with brands via Facebook than any other social network. The data collected in the study, which surveyed 1,491 adults living in the United States, determined that 34% of Facebook users interact with their favorite brands through Facebook. When compared with Twitter and LinkedIn engagements of 4% and 1% respectively, Facebook is the undisputed winner. In addition, the study also concluded that 56% of adults under the age of 35 interact with brands via Facebook and 76% of those surveyed have never “unliked” a brand.

Although the percentage of adults interacting with brands on Facebook is high, the number of interactions per Facebook user is relatively low. Seventy-eight percent of Facebook users who “like” a brand “like” fewer than 10 brands. The low number of “likes” per Facebook user likely indicates that brand engagement is crucial to social media success on Facebook.

One of the more surprising findings of the survey is related to the motivation for “liking” a brand. While 57% of Facebook “likes” are to gain access to a promotional offer or discount, an even larger number percentage, 58%, “like” a brand simply to show they are a customer of that brand.

Recently, both Google and Bing admitted that search signals are part of their ranking algorithms. While the incorporation of social signals is great news for businesses trying to achieve visibility through brand engagement on social sites, many sites will lose rankings and traffic unless they include social media as part of their SEO strategy moving forward.   When combining the fact that social signals affect ranking and the data from the ConstantContact study, it is apparent that Facebook marketing must be a part of any successful online marketing strategy.

[Sources Include: SocialQuickStarter, Mashable, & Chadwick Martin Bailey]

David Angotti

David Angotti

After successfully founding and exiting an educational startup in 2009, I began helping companies with business development, search engine marketing (SEM), search engine optimization (SEO),... Read Full Bio
David Angotti
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  • Norm

    Wow. 76% have never unliked a brand? I wanted to post a complaint on one brands wall, but I had to like them before I could post. That seems to be normal, but I only liked them to complain, and once that was done, I unliked them. It would have guessed the unlike percentage to be much higher.

  • Aaron Eden

    David, I wonder what’s the psychology behind a Facebook Like – for instance, is it just peer pressure… like showing off to your friends that you like this brand because you are a customer? It’s just hard to track ROI on Facebook – that’s my take on the subject. I think that anyone planning to do business online will do well if they combine the best of both worlds – SEO and social media marketing. Do you think that Google+ will be the first to come up with the perfect mix of social and search? If so, will that be ethical for them to do so?

    • David Angotti

      Aaron, a study behind the psychology of what leads to a Facebook Like would be an interesting one. . . let me know if you find one. Social Media ROI, which can still be a challenge to track, is getting easier to trackall the time. I am actually writing an article on the Social Business Index right now. This is just one of the many tools that can help business owners/executives measure the ROI of social campaigns.
      I agree with your assessment that companies should market with both SEO and SMO.

      • Aaron Eden

        Thanks for your reply, David. I’ll let you know if I do find a case study on the subject.. Are you writing a book? Please keep me updated!

  • Brandy Hawkins

    Social media is steadily growing every day in its importance to small business owners, as well as big brands. I think it is key to remember that the point of sites like Facebook is for the consumer to be able to interact with the brand. The comment by Norm is a classic example. That brand should have taken steps to respond to Norm’s complaint and maybe he would not have un-liked them.