Quarter of consumers want brand information via Facebook

Almost a quarter of consumers would prefer to receive information from a brand through Facebook rather than its website, according to research by digital consultancy Beyond.

Of the 2,500 people the agency surveyed in the US and UK, 46% follow one or more brands through a social network, with 23% saying Facebook is where they’d like to receive information from a company or brand, the same proportion that preferred direct mail and ahead of a company’s own website (21%) or a company blog (3%).

Half of respondents said they follow a company on a social network to receive special offers or discounts, while 34% do so for the love of the product, 27% to receive news and 12% to gain better customer service.

Nearly two-thirds (60%) of consumers said that negative opinion on social media had changed their minds about buying a product or service,

Just 6% feel that companies are responsive to online complaints, against 34% that feel they’re unresponsive.

According to Beyond MD EMEA Nick Rappolt, this shows there’s a need for greater CRM and for customer service teams to engage more in social networks.

“Our research indicates that digital marketing requires a much more integrated strategy that runs across the entire company, from sales through tocustomer service. It requires a convergence of thinking and an approach to deal with user-generated content,” he said.

This story first appeared on newmediaage.co.uk

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here