What actually motivates us to like a company, brand or association is about benefits and support more than interaction and education. ExactTaget has done some very well documented studies about motivations and reasons we use facebook. Good deals and personal realtions are some of the simple main reasons. The Facebook X- Factors report #5 contains lots of great insights and solutions on how to interact with customers on Facebook. There is no easy solutions and it requires a real effort and a deep understanding on how it works. As a marketeer you have to do your homework before entering the social scene. Not a big surprise! but the truth. Just because you have many likes doesen´t give you a permission to market to them.
Infographics from ExactTarget Report#5 down below.