Marketers to Use Facebook Like, Deals as Part of Well-​Rounded Media Plans

Women might be the ones who control more of the household spending. But they are also more likely than men to steer away from a  dinner out when prices of essentials rise. A new survey issued by CityGrid, and carried out by HarrisInteractive, shows high gas prices influence spending behavior for more women than men. But, there may be a way for local vendors to reach younger women and convince them to keep spending: The Like button on Facebook.

Ever since Facebook released its Like feature last year, it has become so popular that more people tend to use it instead of taking the time to write reviews. As a result,   Kara Nortman, SVP, Publishing at CityGrid Media, says “[w]hat this means for small businesses on the Web is that they should encourage Likes,” but that’s not the whole story. Consumers are not completely influenced by any one factor.

First, consider what people tend to do when they want to support a product or service:

  • Tell their friends face to face: 75%
  • Like on Facebook: 20%
  • Write reviews: 13%

Consumers who use Facebook’s like features are largely younger, ages 18–24 (49%) and female (25%).

In addition, consumers in a buying mode are checking a variety of sources before they decide to patronize a local business. And this is true even for consumers under age 35. These consumers select a merchant only after checking:

  • Google: 63%
  • Facebook: 24%
  • Review sites: 21%
  • Deal of the day: 8%

The bottom line is that local merchants must make sure their online presence covers a range of formats in order to reach the broadest group of consumers who will Like their business and those who will visit the business.

[Source: National Survey Reveals Facebook Likes Eclipsing Review Sites. CityGrid​.com. 2 May 2011. Web. 9 May 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.