Facebook Users Are Big Fans Of Brand Pages

A new DDB survey conducted in the U.S., U.K., Italy, France, Australia and Chile has found that Facebook users who are fans of a brand page buy more of the product. In addition, 92 percent proactively recommend products to their friends. Strong customer loyalty develops when the fan considers the relationship exclusive and personal, and finds the page content interesting. Advertising and search engines drive Facebook users to brand pages. Most users follow nine brands on average, with the largest concentrations in media/entertainment and fashion/luxury goods. While brand pages offer a compelling opportunity to marketers, the operation requires an ongoing, inviting, and unique communications strategy for success. DDB contacted more than 1,600 Facebook users: a little more than half were female, while the average age was 31.