Facebook’s product is important because email is the most cost-effective marketing channel that online retailers use.
A survey finds that consumers are more likely to share content about special offers.
U.S. consumers tend to interact with brands on Facebook because those shoppers are regular customers of those companies, while European consumers are more likely to interact only if they have a customer service problem, suggests a new report from e-Dialog Inc.
The company, which sells e-mail, mobile and social marketing services, based its findings on a survey conducted in August of 9,000 consumers located around the world.
The results show that 42% of U.S. consumers would interact with a brand on Facebook because they are already customers, or “feel strongly” about the brand, compared with 35% of Asia-Pacific consumers and 25% of Europeans surveyed.
But 40% of European consumers say they would interact with a brand on Facebook only to resolve customer service problems, compared with about 22% of U.S. consumers and 20% of those in the Asia-Pacific region. Asian-Pacific consumers are more likely (40%) to interact with a brand on Facebook if the company provides offers, sales or discounts on the social network, compared with 35% of U.S. and 21% of European consumers.
But less than 30% of consumers from around the world should share with friends exclusive news announcements made by Facebook. By contrast, 60% of U.S. consumers would inform friends sales or special offers via Facebook, roughly the same as consumers in Asia-Pacific but higher than the 45% for consumers from Europe.
“The ‘hot off the press’ angle of social does not play a part here,” the report notes. “Using Facebook as a way of releasing information before other media channels is generally not popular with consumers.”