Attracting fans to a brand’s Facebook page or Twitter profile is only the beginning of effective social media marketing. Keeping those fans and turning them into brand ambassadors is the real task. According to a survey conducted by social media marketing agency Cone, new media users engage with brands when incentives are involved. The September 2010 study shows that 77% of users interact when offered free products, services or discounts; 46% want a product or service to help solve their problems; and, 39% of new media users engage with brands looking for feedback. According to the same study, the top two reasons web users stopped following a brand were irresponsible behavior towards fans and brands sending out too many messages. As always, the answer to keeping loyal fans interested lies in the kinds of content pushed out by social media marketers. Content should always be unique, relevant, and of course, marketers should never publish too much content and risk driving potential customers away.
Written by Ana A.
