Why Do We ‘Friend’ Brands?

Savvy shoppers are in it for the deals

It is no secret that brands are engaging customers using social networking tools, but why are customers taking the bait? A recent survey breaks down the how’s and why’s of consumers' social networking behavior in order to find out.

The survey, conducted by customer relationship management specialists Get Satisfaction, found that the No. 1 reason consumers follow brands on Twitter, Facebook, and Myspace is for special offers and deals. A large percentage, around 30 percent for Facebook and Myspace, also follow brands simply because they’re current loyal customers.

The strategy of offering deals is clearly paying off. Though customers are more likely than not searching for a good deal (70 percent of those who follow brands have participated in some sort of sponsored contest), the act of following the brand is likely to influence choices when shopping. A majority of customers would consider a brand they follow when in the market for the product and would recommend it to others.