The new W3B report shows why internet users become “fans”.

Social networks are first and foremost a base for human relations. 82 percent of social networkers said that they use the networks predominantly for private contacts, 28 percent use social networks for business contacts.

The social network user count is constantly growing. Today 3 of 4 internet users are registered on a social network. Simultaneously with the growing of the user count, the attractiveness of the online-marketing and -sales grows. But are companies in social networks really so important? Do the users actually recognize them?

The new W3B report says yes, although maybe not at first glance. About 40 percent of the social networkers say that they have never dealt with company presences or their ads.

However: At least one of five has visited a fan-site. One in eight does visit fan sites often. Meanwhile, 46 percent of the social networkers indicated that they are already a “fan” or a “follower” of a brand, a product or a company.

Most of the fans and followers (55 percent) are related to just a few companies (not more than five), yet. Just a few (15 percent) are fans, followers or friends of more than 20 companies or brands. According to the W3B report, these persons come from different demographic groups. There seem to be no visible peculiarities. The only thing one can say about this group is that they are really active internet users – in the social web but also as online shoppers.

Motives
Why does someone become a fan of something? Of course, companies hope for concrete motives. The W3B report shows that most of the fans actually have a concrete reason why they became a fan, follower or friend. Only 3 percent of the respondent fans indicated they had no special reason.

About 60 percent of the respondents are a fan or follower because they are interested in the news from the company. Almost as important is the desire to show a bond. 44 percent just want to show that they like this brand or company. Thirty-eight percent hope for special offers. The same percentage just wants to show sympathy.

All in all, becoming a fan or follower mostly happens because of a concrete motive. To keep that motivation on a high level and even to boost it is the challenge for all companies who are active in the social web. This can only succeed when the requirements of potential fans are known. Of course it is also important to pick up the target group.

Quellen: media-treff.de