Connect active customers to your Facebook page
Posted: Sat Jan 18, 2025 9:10 am
brand image
2. Passive fans have a better brand image than non-fans
This makes passive fans an unexpectedly valuable consumer group . This result shows that you should not base the performance of your Facebook page purely on the obvious data: passive fans are the (often) invisible audience. But just because these fans do not actively participate in the fan page does not mean that the fan page has no influence on the brand image. Don't forget them!
3. There are two types of active fans
Active fans are not to be lumped together. There are two types of active fans, namely the critical active fan & the loyal active fan.
The critical active fan
This consumer is an active fan of the brand on Facebook, but still has a worse brand image than non-fans. The critical active fan mainly uses the brand's page on Facebook to engage in discussion with the brand or to express complaints about the brand. These results underline the possibilities for brands to use fan pages as a webcare channel , as Ben & Jerry's does .
The loyal active fan
This consumer is, besides an active fan of the brand's page on Facebook, also a frequent user of the brand. The brand image of the loyal, active fan is significantly better than that of frequent brand users, who are not fans of the brand on Facebook. This means that a fan page can be used by the brand to strengthen the brand image of loyal customers .
Facebook fans have more positive brand images than non-fans
The results of this study show that participating in a brand fan page on Facebook can have a positive effect on the consumer's brand image. In this study, consumers indicated that 'staying up to date with the brand' is the most important motivation for becoming a fan of a brand page on Facebook.
Previous research shows that consumers are constantly searching for infor bosnia and herzegovina mobile phone number list mation about the brands they use. Being a 'fan' of a brand's Facebook page enables consumers to revise and strengthen existing associations with the brand. New information is used to justify purchase decisions. Brands would be smart to respond to this by keeping consumers informed of news about the brand via the fan page. Information about the functional product has the most influence on brand image .
The most important target groups on Facebook are passive fans and active, loyal fans, because they have a better brand image than non-fans. The results of this research underline the importance of first binding the existing, active customers to the brand via the Facebook page, for example with Custom Audiences Targetting or via a newsletter.
facebook marketing targeting 2
Photo courtesy of Fotolia
The first main goal of your Facebook page: retention!
Your existing customers are your best ambassadors and your most critical followers. The first main goal of a fan page is therefore retention. With the fan page, good and fast webcare can be provided to dissatisfied existing customers in order to improve the brand image. When a critical mass of existing, active customers are bound to the Facebook page, a credible social reference point is created with which potential new customers can be approached and influenced. Then goals such as awareness and sales via the Facebook page become more effective and promising.
Photo intro courtesy of Fotolia
2. Passive fans have a better brand image than non-fans
This makes passive fans an unexpectedly valuable consumer group . This result shows that you should not base the performance of your Facebook page purely on the obvious data: passive fans are the (often) invisible audience. But just because these fans do not actively participate in the fan page does not mean that the fan page has no influence on the brand image. Don't forget them!
3. There are two types of active fans
Active fans are not to be lumped together. There are two types of active fans, namely the critical active fan & the loyal active fan.
The critical active fan
This consumer is an active fan of the brand on Facebook, but still has a worse brand image than non-fans. The critical active fan mainly uses the brand's page on Facebook to engage in discussion with the brand or to express complaints about the brand. These results underline the possibilities for brands to use fan pages as a webcare channel , as Ben & Jerry's does .
The loyal active fan
This consumer is, besides an active fan of the brand's page on Facebook, also a frequent user of the brand. The brand image of the loyal, active fan is significantly better than that of frequent brand users, who are not fans of the brand on Facebook. This means that a fan page can be used by the brand to strengthen the brand image of loyal customers .
Facebook fans have more positive brand images than non-fans
The results of this study show that participating in a brand fan page on Facebook can have a positive effect on the consumer's brand image. In this study, consumers indicated that 'staying up to date with the brand' is the most important motivation for becoming a fan of a brand page on Facebook.
Previous research shows that consumers are constantly searching for infor bosnia and herzegovina mobile phone number list mation about the brands they use. Being a 'fan' of a brand's Facebook page enables consumers to revise and strengthen existing associations with the brand. New information is used to justify purchase decisions. Brands would be smart to respond to this by keeping consumers informed of news about the brand via the fan page. Information about the functional product has the most influence on brand image .
The most important target groups on Facebook are passive fans and active, loyal fans, because they have a better brand image than non-fans. The results of this research underline the importance of first binding the existing, active customers to the brand via the Facebook page, for example with Custom Audiences Targetting or via a newsletter.
facebook marketing targeting 2
Photo courtesy of Fotolia
The first main goal of your Facebook page: retention!
Your existing customers are your best ambassadors and your most critical followers. The first main goal of a fan page is therefore retention. With the fan page, good and fast webcare can be provided to dissatisfied existing customers in order to improve the brand image. When a critical mass of existing, active customers are bound to the Facebook page, a credible social reference point is created with which potential new customers can be approached and influenced. Then goals such as awareness and sales via the Facebook page become more effective and promising.
Photo intro courtesy of Fotolia