eMarketer: Facebook user brand interaction data

With the purpose of establishing interaction with Facebook fans, brands and companies are chasing "Likes". However, different people have different interpretations of interaction, and users are open to various ways of interaction on social networking sites.

A January 2011 survey of Facebook brand fans by Chadwick Martin Bailey and Constant Contact found that 77% of users would read content posted by brands, but only 17% would share brand information with friends and 13% would publish articles related to the brand.

The study of the evolution of Facebook brand fans by DDB Worldwide and OpinionWay Research found that 83% of American Facebook users who have liked a brand also clicked the Like button on the content on the brand page, and the proportion among global users is 80%. Other ways include recommending friends to like the brand (60% in the United States and 55% globally), talking about the content released by the brand and passing it on to friends (57% and 58%), posting content from the brand on the user's wall (56% and 52%), and leaving comments on articles on the brand page (53% and 50%).

These findings all suggest that Facebook users are engaging with brands, reading content and sharing with friends. But dislike is a real possibility, and DDB has also investigated the reasons why users dislike brands.

Most of these reasons are related to the information provided by the brand, with 46% of users in the United States and globally saying they would cut off relations if the information provided by the brand was not interesting.