Corporate Facebook Pages continue to proliferate as more companies embrace the world’s largest social network and attempt to engage their market in what’s shaping up to be a very significant communications channel.
Customers who became a fan of DG on Facebook ended up being more loyal. Although they spent the same amount of money per visit, the frequency of their visits to DG increased. On an empirical scale, fans visited DG 20% more often then non-fans.
Fans were more likely to recommend DG to friends and had an average Net Promoter Score of 75, as compared to 53% for Facebook users who were not fans, and 66% for customers not on Facebook.
Fans had a higher emotional attachment to DG, 3.4 on a scale of 4, as compared to 3.0 for other customers.
Personally, I have found Facebook Pages to be a great source for attracting prospects and engaging current customers. My Page has under 100 fans, yet in two months this has translated into 4 new customers.
In my experience, the best Pages have a consistent flow of content ~ maybe one new post a day. With so much activity flying by on Facebook these days, anything less frequent will be completely missed and could potentially hurt the brand. Customers like consistency and if the sign up as a fan they are relying on your brand to deliver.
How’s your company Facebook Page doing? Are fans engaging with your company on Facebook?