They Call it ‘Social Badging’

Blog #3 By Marisa A. Gutierrez

I believe everyone can agree with author Amy Porterfield, on her article, Study Reveals Why Consumers Fan Facebook, when she states that Facebook is seriously still growing and as it continues to develop companies learn more about it everyday in regards to its users’ behaviors and preferences. With that said, Facebook not only continues to grow but it also continues to change everyday. With new statistics surfacing on behalf of its users everyday, companies get a better idea as well as to, “how consumers on Facebook prefer to interact with brands and companies,” states Porterfield. She also stated in her article that, “A new report released by ExactTarget and CoTweet found that discounts and “social badging” were the primary reasons consumers Like brands on Facebook.” It’s a sense of expressing one’s self is what it is.

Almost 40% of Facebook users who become fans do so to receive discounts and promotions. Almost 39% become fans to show their support to a brand merely to show their friends. One would even think that Twitter or email marketing would have similar statistics to Facebook but definitely not in this case. Surprisingly only 23% of consumers said they follow brands on Twitter and about 10% say they subscribe to actual email notifications.

What Has Motivated You To "Like" A Company, Brand, or Association on Facebook? (visual provided by Amy Porterfield)

As stated before, this type of interaction, being a fan of a brand via Facebook, is a sense of expressing one’s self.

When I asked my colleagues and co-workers about why they become fans or Like brands on Facebook, one friend of mine stated that she merely wants to show existing and new friends what she likes and give whoever is glancing at her page at that time a sense of who she is as a person. Another friend of mine said he merely does it to show his support. In fact, he also said that he not only does it show his support to the cause but he also posts that links page to all of his existing friends’ walls on Facebook.

After I asked my colleagues and some of my co-workers these questions, I came to the conclusion that ‘social badging,’ is truly a name that speaks for itself and is self-explanatory. Just picture your profile page on Facebook as your shirt that you wear. Now the logo’s or brands on that shirt represent who you are as a person in terms of style. Almost like a name badge you wear to work. It is your name; it is a part of who you are. It says a lot about you.

With all that said at the end of the day it’s also an addiction. With the simple click of a mouse sometimes you cannot help but hover your cursor over that button on Facebook that says, Like or Become a Fan, you just can’t. Why can’t you help it? Simple, it’s because it’s who you are.

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