Do your customers and prospects actually “friend” “like” and “fan” business pages on Facebook? And if they do, how does that translate into sales?

Chadwick Martin Bailey recently conducted a survey to find out how consumers interact with brands on Facebook. Our top takeaways:

• A lot of people actually spend time on Facebook: 52% of Americans spend at least one hour per week on Facebook
• People don’t “like” brands indiscriminately: 78% of those who “like” a brand on Facebook like fewer than 10 brands. Also, 76% of people reported they have never “unliked” a brand, (and another 9% didn’t know if they had or not, so they probably hadn’t)
• You DO need to offer a carrot: 57% of those who “like” a brand reported that they did it to get a discount or take advantage of a promotion
• Facebook relationships make customers more loyal: 56% of “fans” are more likely to recommend a brand to a friend, and 51% say they are more likely to buy from a company again after becoming a fan

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