Forrester Research recently came out with a new study that really drills home why all those Facebook Likes, Comments and Shares are so important. The study found that 70% of consumers trust brand recommendations from friends, while only 10% trust advertising. Now, this study doesn’t directly say that Facebook Likes, Comments and Shares are what people trust. But let’s dig deeper into this.
If you’re active on Facebook, you’ve seen the status update in your news feed that shows one of your friends “Liking” a particular business page. Or perhaps it’s been a news feed story about one of your friends commenting on a brand’s Facebook Page. Or just maybe you found yourself reading an article that showed up in your news feed because one of your other friends just Shared it.
Now let’s pretend that first story that showed up in your news feed was because your friend “Liked” P.F. Chang’s China Bistro’s Facebook Page. The second news feed story was a comment your friend wrote on the San Diego Marriott Del Mar’s Facebook Page about how much they love vacationing in Del Mar, California. Finally, the last news feed story was an article your friend just Shared from the Washington Post. What just happened here? You were served subtle brand recommendations for P.F. Chang’s China Bistro, the San Diego Marriott Del Mar, and The Washington Post.
We live in a world now where we are bombarded with advertisements. Not to mention, we buy products and services when we are ready to buy. Not when it’s convenient for a business. So if a brand can break through the clutter and get an edge by connecting through our friends and families, they absolutely should take it. That’s where Facebook has come into play. All those Likes, Comments and Shares on Facebook Pages are subtle brand recommendations. Which means, when this Forrester Research study shows me that 70% of consumers trust brand recommendations, and only 10% trust advertisements; I’m going to do my best to make sure I’m getting people to engage with my brand on Facebook.
Wouldn’t it only make sense that next time you’re trying to decide where to dine out at, P.F. Chang’s may cross your mind because one of your friends recently “Liked” them? Or perhaps next time you’re thinking of planning a vacation, you just may consider a trip to Del Mar, CA and stay at the San Diego Marriott Del Mar because your friend was commenting about their great experience? Or maybe next time you want to read up on some news, you may find yourself reading The Washington Post since your friend reads it too?