Blog @ Percolate

Noah wrote a post last week highlighting a recent survey out by Nielsen discussing the reason people follow brands on social platforms. Noah took the data from a different angle than the Neilsen blog post, summarizing that while couponing is the #1 reason that people follow brands, if you add up the rest of the responses, they all revolve around a brand needing a sustained communication strategy with a person that is interested in following them.

People following brands as part of the natural ecosystem of the network. Again, in North America:

• 33%: “I just want to show support for the brand/celebrity”
• 9%: “To be among the first to get news or updates on the brand/celebrity”
• 2%: “One of my social networking friends recommended I follow/like it”
• 2%: “I happened to notice that one of my social networking friends followed/liked it”

Put all those responses together and you’re at 46 percent, one point higher than the coupon responses.

I believe it is important to go on the record and say that brands shouldn’t settle for a coupon strategy on social platforms. The strategy shouldn’t end with a like or a follow and it also doesn’t have to start with a coupon. Too many brands are taking this type of advice and then ending up with a host of a followers without anything to say to them. Coupons are a strategic way to get people in the door, but they don’t keep people engaged with your brand. Social platforms at their core are engagement channels. Brands need to think long about not just the acquisition of a follower, but also how they want to create a sustained communication strategy with them into the future. Brands have spent years cultivating a presence that people like for what it stands for and how the brand speaks to them. Don’t deal it all away for a like.