Company Facebook Pages strengthen relationships with current customers; unlikely to attract new customers

iThink recently concluded an internal research study using our newly designed Online Bulletin Board Focus group. 80 Facebook users were tracked over a 2-week timeframe. Qualitative learning suggests:

• Most people “like” 10 or fewer brands with women “liking” a greater number of brands than men.
• Most Facebook users choose to “like” only brands with which they are already familiar.
• “Too frequent” posting from a brand was the most often mentioned annoyance.
• Facebook users tend to “like” only brands they already have a positive opinion of; this positive opinion is strengthened as a result of FaceBook interaction.