Asking the Right Questions Can Increase SocNet Buzz

Recent research has not been kind when it comes to examining the relationship between Facebook fans and engagement: April 2012 survey results from a group of professors show that almost 7 in 10 Millennials who like a brand on Facebook rarely or ever return to the page, while a February 2012 report revealed that just 1% of Facebook users who like big brands such as Procter & Gamble or Coca-Cola actually engage with those brands. Marketers looking to boost engagement might want to think about asking the right questions, says WaveMetrix [pdf] in an April 2012 report. In fact, by asking about personal preferences, appealing to fans’ expertise, and making it aspirational, WaveMetrix says that marketers can achieve a profoundly positive impact on brand discussion. (more…)