Markenauftritte und Produkte sind unter Facebook-Nutzern erstaunlich beliebt. Zu diesem Fazit kommt eine Studie der Performance Marketing Agentur Performics unter 3.000 Social Network Teilnehmern in den USA. Die Studie versuchte zu ermitteln, wie soziale Netze das Leben, die Kommunikation und das Kaufverhalten von Konsumenten beeinflussen. „Die Nutzung von Social Media hat gravierende Veränderungen im Leben der 
Nutzer hervorgerufen, besonders durch die Möglichkeiten, aktiv miteinander und mit Marken zu kommunizieren.”, so Daina Middleton, CEO von Performics. „Mehr als ein Drittel der Befragten gab an, nach Betrachten einer Anzeige im Social Network eine Suchmaschine genutzt zu haben, um mehr über das Produkt oder das Unternehmen zu erfahren.”
Die Studie berichtet weiter, dass Konsumenten der Präsenz von Marken in Social Networks sehr positiv gegenüberstehen:
50 % der Facebook-Nutzer klicken auf den “Gefällt mir”-Button einer Marke.
37 % sind durch Social Networks auf neue Produkte aufmerksam geworden.
32 % haben Produkte bereits via Social Media an Freunde weiterempfohlen.
32 % der Twitter-Nutzer re-tweeten Informationen von Unternehmen oder Marken.
„Social Networks haben viel zur Entwicklung von reiner Konsumhaltung hin zur lebendigen Interaktion zwischen Marken und Kunden beigetragen.”, so Middleton weiter. „Es ist eine Flut technologiebasierter Weiterempfehlungen und teilhabende Marken sind sehr zufrieden mit ihren Fans.”
Befragt zu Facebook antworteten 90 Prozent der Probanden, dass zumindest einige der Unternehmen und/oder Produkte, deren Fan sie sind hilfreiche und relevante Informationen liefern. Mehr als 30 Prozent antworteten, alleUnternehmen würden dies tun.
„Die Befragten wünschen sich von Unternehmen auf Facebook vor allem mehr druckbare Coupons (49%), Benachrichtigungen über Sonderverkäufe (46%) und Informationen über neue Produkte (35%), was von Branche zu Branche unterschiedlich ausgeprägt ist.”, erläutert Scott Haiges, Vorsitzender von ROI Research.
Das wird sich auch wieder legen, wenn noch mehr Marken und Werbung auf Facebook präsent sind. Da werden sich doch jetzt alle draufstürzen, dann wir die Bereitschaft der Nutzer schnell wieder nachlassen. Grüße, Basti
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