It’s plain and simple; being a Facebook fan of a brand boosts purchase, consideration, and recommendation, according to Forrester Research and North America Technographics. Obviously, many brands have experienced this phenomenon for themselves, which may be contributing to a projected increase in social media budgets in 2012 (according to eMarketer, 25% of digital marketers are increasing budgets for earned and owned digital in 2012 vs. 8% for paid digital).
So, does this mean that you should start a Facebook page and pour budget into it? We don’t think so. Remember, slow and steady wins the race, and in social media marketing that means growing your Facebook community with qualified fans through consistent engaging content – inspiring them to purchase and share with their friends organically. This is particularly relevant with high commitment categories like health care and beauty. The community becomes a hub for your most enthusiastic consumers to find inspiration and share, share, share!