In just a few short years, social media has become a mainstay in CPG media budgets. Though many brands have seen mass increases in fans to their page, a more difficult problem they face is how to get fans engaged with the brand. While coupon offers and sweepstakes might drive up a brand page’s fan numbers, keeping fans engaged with the brand typically doesn’t happen once the promotion is over.
As reported in the February 12, 2012 Advertising Age article, “Deals May Get You in the Door, But They Won’t Build Relationships,” a recent study with analytics firm Colligent found that “…many brands have attracted lots of deal seekers. And while these consumers may be profitable, they’re not the most-effective brand advocates.”
Driving Facebook users to like a brand page might help build general brand awareness. However, that awareness will likely be a one-time opportunity unless brands find a way to keep fans interested in their future updates.