Source: Nielsen Global Online Survey (Q1, 2011)
A study conducted by Nielsen reveals that most people 'follow' or 'like' a brand page on social networking sites are primarily looking out for the next hot deal.
So What?
Nielsen says advertisers should consider 'leveraging social media to offer consumers incentives', that is to say offer sales promotions on their brand pages. After all, they do tend to work, according to their research.
Sure, online deals can drive purchases. However, sales promotions shouldn't be the main purpose of a brand page just because deal seekers make up the majority of their 'fans' online. As the graph above indicates, those who primarily want to 'show support for the brand' are still notably the second largest group among people who follow brand pages globally. For a lot of businesses, fan pages have become online hubs that reinforce brand communities. Harley-Davidson does a great job in supporting its brand community through a Facebook page that puts the spotlight on their fans.
Deal seekers may come and go on a whim but the members of the brand community are in it for the long-haul. If your business has an existing brand community, your online brand pages should be more than just a place to get coupons. You'll want to keep the focus of your brand page towards engaging your most loyal customers. They're ultimately more valuable to you in the long run.
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