So much of a brand's online marketing strategy depends on social media that it is easy to overlook it. Companies have an online presence on several channels because it is best practice, of course, but it is also worthwhile to consider how and why users interact with the brand online.
A new study from Syncapse and Hotspex indicates that 49 percent of users become fans of a brand on Facebook simply to support them, according to Mashable. While a significant minority of users become fans to take advantage of special discounts or coupons, most do so to express that they enjoy the brand itself. Therefore, an online marketing strategy should take this into account.
Building a brand on social media may be more effective than a lot of direct marketing efforts. Users want to see updates from a business because they enjoy it, and what they are most likely to admire about it is its unique character. Content from a company that showcases its culture, such as behind-the-scenes photos and curated content from around the Internet, may be of higher interest than offers and sales pitches.