Facebook is still the top social site that consumers use to talk about products and share information about products with their followers. According to research from 8thBridge, 63% of the study respondents reported that they talked about products on Facebook while 25% talk about products on Twitter and 22% do so on Pinterest. Just 31% claimed that they did not share information about products on social networks.
Before you get too excited by this data, it’s important to point out that the study respondents were all Facebook users, so it’s safe to assume that these results are skewed toward Facebook rather than other social sites. However, there is an important piece of information to take away from the study results. People are talking about products on Facebook — a lot — and those conversations are gold mines for brands that track and leverage them for direct and indirect marketing purposes.
These product conversations are happening among friends, family, and acquaintances on Facebook and lead to brand awareness, brand trial, repeat purchases, loyalty, and advocacy. What other form of word-of-mouth marketing is so easy to track? The question is why aren’t all brands, at least all B2C brands, doing it?
Taking a closer look at the reasons why Facebook users share product information using social networks and social media tools, approximately twice as many people did so for personal reasons as opposed to reasons created by the companies behind the products they were talking about. Here is the breakdown reported by eMarketer for the reasons study respondents claimed that they talked about products on the social web:
- To express tastes and preferences with friends = 38%
- To share a great product experience with friends = 35%
- To receive discounts or rewards for sharing = 30%
- To enter a contest or sweepstakes = 15%
- Don’t share products on social networks = 29%
Of course, talking about a product and offering an informal review through a Facebook post is very different from simply clicking the “like” button, and these actions should be treated as two very different things.
Image: Marcin Wichary
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