Do people even want brands within social media?

Studies (e.g. Schwaiger, 2013) show 3 user types:

1. Those who have no contact to companies and brands in social media

2. Users with concrete benefit expectations

3. Users with an emotional relationship with companies

How many companies and brands do they “like”?

[1]

27,2% with no „likes“

44,9% with up to ten and

27,9% with more than ten.

What are their reasons for following a brand or being a fan (Schwaiger, 2013)?

  • Search for information (81.6%)
  • Brand Sympathy: 65.4%
  • Entertainment/Fun: 36.8%
  • Access to promotions and benefits: 36%
  • Identification with the brand: 33.1%

These results show that only few companies and brands benefit from relationship management in social media.

[1] Markenführung 2.0. Ein Social Media User Kompass, Prof. Schwaiger, Institut für Marktorientierte Unternehmensführung , LMU München