Consumers spend an average of one hour and 56 minutes each day snapping, posting, liking, tweeting, and sharing information across social media apps. Facebook ranks as the most popular platform with 1.97 billion monthly active users.
On paper, Facebook appears to be the ideal platform to nurture customers who “liked” your restaurant’s page, right? Wrong. Your Facebook page is not a substitute for a loyalty program, and here’s why.
A “like” is not loyalty. Research by DDB Worldwide and Opinionway Research finds 84% of a typical brand’s Facebook fans are existing customers. It’s common practice to measure success by tracking new Facebook “likes” and an increase in followers.
