How and Why Facebook Users Interact with Brands

What the hell use is a facebook fan page?

More than you might think.

Here’s an interesting article about why people join them and some nice thoughts on how to use them . . .

While much of finding what works for your business on social media sites is a process of trial and error, recent stats from email marketing firm ExactTarget (which recently acquired social CRM platform CoTweet) shed some light on how the Facebook population uses the site and how it interacts with brands.

First, the good news: based on its study of 1,500 Facebook users, ExactTarget concluded that 38 percent of online U.S. consumers “Like” (formerly “Fan”) a brand on the social networking site. And the average fan Likes nine different brands, giving you plenty of opportunity to find your way into potential customers’ news feeds.

The news that presents a challenge to businesses looking to benefit from Facebook, however, is that just because someone has liked you doesn’t mean they’re ready to see your promotional messages. Citing an earlier study, ExactTarget reports that 70 percent of consumers don’t think becoming a fan equates to opting in to marketing.

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