The best way to turn brand fans into buyers is to answer questions on Facebook. 49% of consumers are motivated by seeing companies respond directly to consumers, vs 45% who purchase based on promotions & contests and 42% who react positively to informational content.
On the other hand, almost three quarters of Americans are turned off by brands sharing political content, and the vast majority do not like snarky humor or slang in posts. Mocking other brands, or consumers, is frowned on as well. When fans get annoyed by a brand on social media, over half unfollow it.
According to consumers, they like brands to express their personality on Facebook, and look for companies that are honest, friendly, helpful and funny. Americans are more likely to engage with content that reveals a brand’s authentic personality. They become most closely tied to companies that post a combination of personality-driven and informational content.
Across industries, brands’ response rate to consumers’ questions is pitiful, ranging from 7% (media and entertainment companies) to 19% (retailers.) Consumer packaged goods companies reply to 16% of fan questions.
Sources: Management Science 2017, Social Media Examiner 2017, Sprout Social 2017
So please…You’re creative. That’s why you considered the name “Brandology.” Use those creative juices to come up with another name that’s not already trademarked. Even though it will take some time, it will be fun, happy time — a stunning contrast to the time you’ll spend with Brandon if you try to use “Brandology.” Really. (It’s probably a little tacky to mention, but if you want our help naming your business, that’s something we do too.)