GetSatisfaction recently collaborated with Column Five to create an infographic to answer the question “Why do people follow brands?”. According to Mashable the infographic is based on several different studies, and presents the conclusion that 40% of the respondents follow brands on Facebook and Twitter because they want discounts and special deals. The second most common reason indicates that people follow brands because they are current customers. Especially the latter opens up a black box of trailing questions, but there are also other areas that are severely lacking. The infographic left me with a sensation of UnSatisfaction.
The infographic does not include any explanations what-so-ever for the symbolic reasons people follow brands. Without diving too deep into the actual studies I would guess the studies are based on questionnaires. The problems with asking people straight out why they follow brands are that they are either are too unconscious about the symbolic reasons or would not want to admit them. Qualitative research is the remedy.
Besides following brands to win prizes and find discounts, people follow brands to add meaning to their lives, express who they are and connect to others. It would be really interesting if the infographic had included such information, because symbolic values are much harder to copy. The infographic is misleading, because it fails to point brand managers to the real playing field where their brand can stand out.
The brands people follow and share in social media can be seen as digital clothes. On the Internet a like, re-tweet or +1 might be the latest apparel. It might be the next piece in one’s identity puzzle, or mark the crossing of a bridge to join a tribe.
This is the naked truth about Facebook and social media. Although few would admit it. In a questionnaire.
