STUDY: Facebook Met Users’ Expectations More Than Other Social Networks

By David Cohen Comment

BrandKeysCustomerLoyaltyGraphicFacebook was the social network that best met customers’ expectations in the new Brand Keys 2015 Customer Loyalty Engagement Index, while Facebook-owned WhatsApp topped the list of messaging applications.

Leaders in other categories included Pandora for online music, Netflix for online video streaming and Google for search.

Some of the lists by category from Brand Keys follow:

Social networks:

  1. Facebook
  2. Twitter
  3. YouTube
  4. LinkedIn
  5. Google+
  6. Instagram
  7. Pinterest
  8. Tumblr
  9. Reddit
  10. Flickr


  1. WhatsApp
  2. Twitter
  3. YouTube
  4. Facebook
  5. Imessages
  6. Line
  7. Instagram
  8. Viper
  9. Skype

Online music:

  1. Pandora
  2. Spotify
  3. iHeartRadio
  4. SoundCloud
  5. Beats
  6. iTunes
  7. Rdio
  8. Grooveshark
  9. Google Play
  10. Rhapsody
  11. Slacker Radio
  12. MOG
  14. Yahoo Music
  15. Napster
  16. MySpace


  1. Google
  2. Bing
  3. Yahoo
  4. AOL
  5. Ask

Brand Keys president Robert Passikoff said in a release announcing the results:

In a marketplace where brands struggle to create meaningful differentiation and engagement, those better able to identify customers’ expectations and address them via authentic emotional values see tangible bottom-line results.

While marketers have only recently acknowledged the importance of consumers’ expectations, it’s something Brand Keys has tracked for 20 years. Empowered and socially networked consumers have come to expect everything from brands, particularly as regards emotional gratification and engagement. That’s created an environment marked by extraordinarily high levels of emotional expectations.

Consumer expectations always grow, so being attentive to the engagement expectation gap in one’s category presents a brand with a real opportunity. If a marketer does something that increases a brand’s engagement level, it always sees more positive consumer behavior in the marketplace. Always. And brands that are assessed as better meeting expectations held for the ideal always have greater market share and are always more profitable than the competition. Always. All marketers need is an accurate answer to these questions: What do my customers expect, and what values will fulfill those expectations?