Fans of brands on social networks
require tangible benefits
Nearly 40% of users of social networks (Facebook mostly) say fans of one or more brands, according to a study by the National Union of direct communication (NDCS) presented Sept. 15 at the show E-commerce Paris. But this adherence to a brand page is fragile: 53% of fans would have already been de-registered, mainly because of too many publications (for 65% of them) or a lack of interest content (56%). The study also shows that consumers expect to get through their status as a fan, concrete elements and differentiating: reductions in trade (86%), exclusive content (82%), invitations to events (78%) or even more responsive customer service (70%). And a fan page advertising-like approach is largely seen as disappointing.