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|How Facebook Fans Interact, Post, "Like" and "Unlike" Dealership and Car Company Pages...
A January 2011 survey from Chadwick Martin Bailey and email marketing firm Constant Contact asked Facebook users who were fans of car companies and dealerships how they interact with makes, models and dealership brands on Facebook. Most (77%) read the content posted by a car company or dealership, but only 17% said they share information about the page, make or dealership with others.
“The Evolution of Facebook Brand Fans” study, from DDB Worldwide and OpinionWay Research, went a little deeper. The survey, from July 2011, found that 83% of US Facebook users who have “liked” a car company brand or dealership have also clicked the “like” button for content published on a dealer or car company’s Facebook page. Worldwide, 80% had done the same. Other popular ways to engage included recommending friends also “like” the Facebook Page (60% in the US and 55% worldwide), taking information published by a car company or dealer and passing it to a friend (57% and 58%), posting content from a car company or dealership on a user’s wall (56% and 52%) and leaving comments on posts from the car company or dealership (53% and 50%).
Both of these studies show that Facebook users are engaged with dealer and car companies’ brand pages and want to read content, share with friends and post brand content long after originally “liking” a page. But “unliking” is also a very real possibility. The DDB Worldwide and OpinionWay Research study also asked users why they might break up with a car company or dealership on Facebook.
Most of the responses related to the information car companies and dealers provide, with 46% of both US and worldwide Facebook users saying they would unsubscribe from a dealer or car company's page if the information was not interesting. Interestingly, worldwide users were more likely to unsubscribe if the car company or dealership itself was no longer of interest (49%), while US users were more sensitive if the dealer or car company posted information too often (46%).
Automotive Marketers know that building a Facebook page is not just about collecting “likes” but building relationships with these fans and getting them to share and discuss brand-related content. Fortunately, consumers are willing to do so if the content posted is relevant and interesting, and automotive marketers can leverage that to keep pages growing.