• by Jack Loechner , Staff Writer @mp_research, October 5, 2011

According to a recently released comprehensive study by Exact Target, in 2010 consumers could interact with brands on Facebook by becoming a "Fan." In April 2010, Facebook replaced its "Become a Fan" functionality with "Like." In rolling out this change, Facebook provided the following explanation, says the report:

"... people will be able to connect with your Page by clicking "Like" rather than "Become a Fan." ... this action will feel much more lightweight... that will increase the number of connections made across the site."

Whether consumers were becoming fans or simply clicking "Like," the essential purpose was to establish a connection with the brand. This change also brought greater consistency to the site, as consumers were already accustomed to using the "Like" button for status updates, links, and other content posted by their friends.

The flip side of this "more lightweight" terminology is increased ambiguity. Being a fan carries a certain implication of affinity, brand loyalty... maybe even a hint of devotion. It's hard to say the same thing about "Like," reports the study.

According to a Mashable report at the time of the switch, says the Target report, people were clicking "Like" almost twice as many times each day as they were becoming fans, an indicator that "Like" was viewed as a less significant endorsement. 

• Only 42% of active Facebook users agree that marketers should interpret "Like" to mean they are a fan or advocate of the company 
• The other 58% are either indecisive (33%) or disagree with this statement (25%)

Overall, 93% of Facebook users (or approximately 60% of the US online population) engage in some form of "Like" behavior at least monthly. The most common of these are related to posts by friends, followed by clicking the "Like" button on sites outside of Facebook. Use of "Like" is less frequent with regard to company pages or posts made by companies.

A snapshot of Monthly facebook "like" activities shows that:

• 52 % click a Facebook "Like" button on another site (e.g. news site, blog, brand website, etc.)
• 45%"Like" a company Facebook page
• 44%"Like" something posted by a company on Facebook
• 74% "Like" something posted by a friend on Facebook

Facebook users are divided into two camps: those who "Like" company pages and those who don't. In total, 45% of Facebook users say they "Like" companies at least once a month, while 35% say they never "Like" company pages on Facebook.

Among US Facebook users who have "Liked" at least one brand, says the report, the average number of companies/brands they "Like" is 14. According to Facebook's own statistics, the average user is connected to 80 community pages, groups, and events, including more than just company pages.

The meaning of "Like" is highly dependent on the context in which the "Like button appears. Survey respondents said that, with regard to posts by their friends, "Like" is a quick way to express approval for a specific piece of content (status, picture, etc.). It's casual and doesn't require any real thought or consideration.

People who "Like" a lot of brands (11 or more) are much more likely to expect some type of reward for their "Like." They are more driven by the prospect of exclusive content, sales, and events (70% vs. 53% for those who like 10 or fewer brands), and by the possibility of discounts or promotions (69% vs. 53% for those who like 10 or fewer brands).

Consumer Expectations When "Liking A Company" (% of Respondents)
Expectation	% of Respondents
Gain access to exclusive content, events, or sales	58%
Receive discounts or promotions through Facebook	58
Receive updates about the company, person, or organization in Newsfeed	47
Post updates, photos, or video to my Newsfeed	39
Share with friends, family, and/or coworkers	38
Get more relevant content from the Company	36
Interact with page owner (e.g., brand, personality, etc.)	28
Company able to access information in my public profile (e.g., age, gender, interests, etc.)	27
Company contact through other channels (e.g. email, postal mail, Twitter, etc.)	24
Source: ExactTarget, September 2011

"Like" becomes more complicated when it's applied to brands. According to the research, the consumer's age is a significant factor in determining what "Like" means in this context:

• Consumers aged 15-24 tend to use "Like" for purposes of self expression and public endorsement of a brand. They consider it a worthwhile bonus when they receive coupons or deals from the company as a result of their "Like," but accessing these deals is not their primary motivation for "Liking" companies.
• Facebook users aged 18-26 have the lowest expectations of receiving something in exchange for their "Like." For them, "Like" is mainly a form of public self expression and brand advocacy.
• Among those aged 27-34, expectations are somewhat higher. They want something in exchange for their "Like." Most commonly, the opportunity to receive updates on new products, promotions, and savings.
• Facebook users aged 35-51 have the highest expectations. They don't just want "something" in return for "Liking" a company, they want something relevant and valuable, whether it's information or discounts. Moreover, individuals in this age bracket don't hesitate to "Unlike" a brand if it doesn't live up to their expectations. 

Facebook users understand that they're giving some form of permission with their "Like," as many of them expect to see brand-related posts in their News Feed. They aren't looking for highly-targeted, hard sell marketing messages, and they don't want their "Like" to be taken too seriously. Deals are one thing, since they benefit the consumer without asking anything of them, but heavy-handed marketing tactics are inconsistent with the use of "Like" as a casual expression of general approval.

The study finds that accessing personal information through Facebook is viewed as inappropriate by the majority of consumers, and that there's a great deal of confusion about what information is actually available to marketers. In reality, demographic information about Facebook fans (age, gender, location) is only available to marketers in the aggregate- no individual information can be accessed without the consumer's permission, typically though a custom Facebook app:

• Facebook users aged 25-34 are most comfortable with allowing marketers to access their public profile information, but even they are largely against the practice. Only 24% believe marketers should access their information, compared to 47% who think they shouldn't. (The remaining 29% are undecided.)
• Users aged 45 and older are strenuously opposed, with 70% saying marketers should not access their public profile information, and only 10% raising no objection.

In short, "Like" is a form of permission, but it's a permission that's extremely passive and limited in scope. People are clearly uncomfortable with the idea of having marketers access information in their profile, and they're even more uncomfortable with marketers accessing information related to their friends and family members. Marketers who do so risk alienating the customers whose business they're trying to attract.

To this end, "Like" does not equate to permission for one-to-one marketing. Instead, it represents consent to receive broadcast marketing messages, while leaving the door open (or at least unlocked) for taking the relationship further. 

Consumer Expectation of Company Interpretation of Like As A "Permission"
	Likely a Permission (% of Respondents)
Situation	Always	Sometimes	Never
"Like" the company on Facebook page	15%	46%	39%
"Like" a comment/photo/video/article posted by a company on Facebook	9%	41%	50%
Click a Facebook "Like" button placed by a company on another site	10%	42%	48%
Source: ExactTarget, September 2011

According to the research, 12% of Facebook users avoid the "Like" button either because they don't understand what it means or because they haven't found a company worth "Liking." 88% of users  understand what "Like" means and have affinity for one or more companies, but consciously choose not to use the "Like" button.

Reasons For Not "Liking" Companies On Facebook (Respondents Who Have Liked At Least One Brand)
Don't "Like" Because	% of Respondents
Don't want to be bombarded with messages or advertisements	54
Don't want to give any companies access to my profile information	45
Don't want to push things into friends' News Feeds	31
Don't want companies to contact me through Facebook	29
Don't see the benefit of it	23
Don't want to impose my views or interests on my friends	19
Don't understand what it means to "Like" a company on Facebook	4
Source: ExactTarget, September 2011

The report concludes with the following summary observations:

•  "Like" is deceptively simple and infinitely complex, with subtle variations in meaning that are highly dependent on context and the individual user
•  "Like" is a form of self-expression, especially among younger consumers, with ties to the right brands to earn "cool points" among their peers
• Many consumers want some tangible benefit in exchange for their "Like." This may be in the form of deals, discounts, or exclusive information.
• "Like" is ambiguous. From the consumer perspective, it's often unclear what they're committing to with their "Like."
• "Like" is light-hearted. Brands shouldn't read too much into a "Like." It's casual and fun-and users expect casual, fun posts in return.

This last point is perhaps the most important take-away, concludes the report. "As a public declaration of brand affinity, "Like" is relatively lightweight and not an endorsement."

Please visit Exact Target here for a sign in to access the complete report, with charts, in a PDF format.