Does a “like” Really Translate to Brand Interaction?

According to a recent Ehrenberg-Bass Institute study, it does not.

The Australian-based firm studied 200 top brands on Facebook and evaluated activity from fans who liked the page and measured further interaction such as ongoing likes, comments, and shares.

They found that only 1% of users interacted with a page after initially liking it!

These are crazy numbers considering that most page owners feel that a “like” of their page translates into pure fan loyalty. While many of the people who like your page may be loyal, don’t expect an overwhelming amount of further interaction and viral spread unless there’s a REALLY good reason to do so.

The charts below from emarketer.com show some interesting insight into the purchase intent and actions of Facebook users when liking a page:

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