Friending a Brand on Facebook

In my previous article I talked about how your business can use Facebook. In the November 18 ezine, "eMarketer - Digital Intelligence" comes the following interesting statistics from a study done by Razorfish, the global digital marketing firm.

The company's “2009 FEED” survey studied US users who had high-speed Internet access and had spent at least $150 online in the previous six months. These consumers demonstrated strong brand connections. Almost 25% participated in brand-hosted contests. About the same percentage followed brands on Twitter. And more than 40% had "friended" a brand on Facebook or MySpace.

Why "friend" a brand? Because in doing it these consumers were being offered special discounts and deals that made the effort worthwhile. Most as well reported enjoying the brand website, and deriving entertainment value from their online experience.

Digital consumers who visit your website today are not looking for information alone. They want much more - a memorable experience. In your web marketing strategy it is important to keep that in mind.

Use polls, create multimedia, invite them to participate in questionnaires, hold contests, create discussion forums, and encourage comments. It's about engagement, entertainment, connecting emotionally.

It is a proven fact that most of us make our purchasing decisions because of the emotions we derive from the buying experience. Think of just how important colour was in your car buying decision. Yes, the fuel economy was important, but more often than not you were ultimately sold on appearance and how it made you feel.

Engage your digital customers and prospects to heighten their emotional connection with your brand. It works. To get more statistical results from this study you should visit Razorfish.