Industry Insights

Kentico Study - Brands Must Change How They Interact with Their Facebook Community

Jade Carter

By Jade Carter

March 7, 2014

The following was released to us via Kentico Software which clearly shows that brands still have a long way to go when learning how to communicate to their social communities. I am continually drawn back to our remarkable interview with Dechay Watts during our September show on Content Marketing where she had this to say:

It’s less about pushing a message out and more about a mindset and a philosophy around growing your business by connecting humanly to your target market. The end result is building thought leadership and trust.

Please see below for the complete press release.


Kentico Digital Experience Survey: 68% Don’t Pay Attention to Brands They Like on Facebook

Nashua, New Hampshire, March 3, 2014 – Kentico Software, the Web Content and Customer Experience Management provider, today unveiled the results of a new Digital Brand Interactions Survey, the latest installment of Kentico’s ongoing Digital Experience research series.

According to the survey, 68% of the general public either never or hardly ever pays attention to what’s posted by the brands they Like or follow on such social networks as Facebook, Twitter, and Instagram, and yet of the same group of respondents, only 5% report Unliking or unfollowing these brands.

When asked how many brands they tend to Like on Facebook, 39% said 1 to 10, 7% said 11 to 20, and 6% said 21 to 30. 40% don’t Like brands at all. Another 40% report Liking or following a brand on a social network, because they were already interested in the brand and want to be kept informed. 39% Like or follow brands to receive a special offer, and 12% do so because a friend recommended it. Only 8% Like or follow a brand they weren’t already familiar with offline to learn more. The most common reasons for Unliking or unfollowing a brand: uninteresting posts (32%) and too many posts (28%).

The latest Kentico survey also calls into question the return marketers can expect from their social media investments with 72% saying they never or hardly ever purchase a product after hearing about it on a social network, but 35% will buy a product based on product recommendations made using prior search or purchase history

When it comes to the integrated marketing efforts of brands today, the general public for the most part agrees there is consistency in message across all the various marketing channels. 73% report never or hardly ever having brand encounters online that affect their previous offline perception of those brands.

“While our latest Digital Experience Survey may be bad news to some, it only reinforces our notion that the social media efforts of a company need to be measured by community engagement rather than Likes or follows,” said Kentico CEO and Founder Petr Palas. “Equally critical is content that is compelling and personalized whenever possible to maintain the interest of people who may have become somewhat impervious to the constant bombardment of various marketing messages today.”

The Kentico Digital Brand Interactions Survey is the fifth installment of an ongoing Kentico Digital Experience Research series that was kicked off last year with the Kentico Customer Experience Survey and continued with the Kentico Mobile Experience Survey, Email Marketing Survey, and Website Marketing Survey. Among prior survey highlights: Only 32% feel email marketing has improved over the past 5 years. 85% use smartphones to comparison shop, and 44% will never return to sites that aren’t mobile friendly. Word of mouth (28%), company websites (25%) and in-store experience (18%) weighed most heavily on strengthening or eroding brand affinity. 69% expressing an overwhelming eagerness in allowing the collection of their personal data in exchange for more customized service.

More than 300 US residents 18 years old and over participated in the Kentico Digital Brand Interactions Survey, conducted online during the month of February, 2013.

About Kentico CMS

Kentico CMS is an enterprise Web Content Management System and Customer Experience Management solution that provides a complete set of features for building websites, intranets, community sites and e-commerce solutions on the Microsoft ASP.NET platform, on-premise or in the Cloud. It supports mobile websites, SEO, document management, online marketing tools, multilingual websites, and multisite management, and comes out of the box with 70 ready-to-use modules, 400 configurable web parts, and source code available by request.  

About Kentico Software

Kentico provides an affordable, award-winning integrated marketing solution that’s easy to use but also highly customizable for powerful real-time customer-centric marketing across multiple channels, on-premise or in the Cloud. Founded in 2004, Kentico is headquartered in the Czech Republic with offices in the US, UK, and Australia. A Microsoft Gold Certified Partner with 1,100 digital agency partners, Kentico powers more than 18,000 websites in 90 countries. Customers include  Great British Chefs; Gibson; Mazda; Microsoft; Mighty River Power;Sony; Vodafone.

All product and company names herein may be trademarks of their respective owners.

Jade Carter

Jade Carter

Jade is a content writer for CMS-Connected, facilitating the needs of the company blog. Bringing 10 years of Search and Digital Marketing to the table, he strives to build informative, relevant and fun editorial posts for the blog feed. Jade is an ultra distance (26.2 miles+) trail runner and lives to run trails in and around his home town of Victoria, BC.

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