Facebook reflected in an eyeCompanies are finding that Facebook and Twitter followers are fickle with nearly one in four demanding something in return for being a fan.

Research from Mintel found that nearly a quarter of Facebook users (24%) follow brands only when they get something in exchange. It shows that Facebook followers are the most fickle of all consumers.

Dedicated followers

The research found that 24% of Facebook users agree with the statement: "I only follow or like a company on a social network if I get something in return." This compared to 18% of consumers overall. Being a Facebook fan gives companies access to your personal information, but many consumers don't care

Nearly one in five (17%) of consumers overall claim that they are happy to supply personal information, such as their age, address, interests, to companies so "they can serve me better".


And social networks are doing a roaring trade. More than one in five consumers overall (21%) claim to have followed or subscribed to a company's social profile. Among Facebook users this figure rose to 28% of Facebook users but among Twitter users nearly half (47%) said they follow corporate brands.

One-way traffic

So far that social engagement is mainly one-way. Just 8% of consumers say they have had a two-way conversation with a company via social media – this rises to 11% for Facebook users and 22% for the Twitterati.

And how companies engage with their followers and fans is having an influence on purchasing decisions. Some 14% of consumers claim they are more likely to buy a product or service "if I see my friends have positively commented or 'liked' it on social networks", Mintel reported.

That is stronger among young people. Some 23% of under-35s agree that "I am more likely to buy a product or service if I see my friends have commented positively or 'liked' it on social networks," compared to only 9% of the over-35s. Meanwhile, 8% of consumers agree "I like websites that show my social network friends 'liking' a particular product or service," compared to 14% of under-35s and just 4% of over-35s.

Engagement

Cecilia Liao, senior technology analyst at Mintel, said: "Our research reveals an interesting picture of consumers who will 'engage in exchange' with brands in the social media space. Brands who wish to use this medium may wish to think about the incentive they are giving consumers for doing so and brands should not assume that just because consumers are following them on social media they are engaged."

"Understanding how consumers like and want to interact with your brand is key to success with this medium. Companies need to establish what they are using their social media channels for - and make this clear to consumers set their expectations on what benefits the channel will bring to them."

Listen, don't shout

And she is right. BT, Vodafone, Virgin's brands (such as Media and Trains) are all active on twitter, for example and engage with complainants, tackle problems and try to find solutions, sometimes resulting in a phone call from a human being or even a visit.

There's trust to be gained out there for brands prepared to spend the rime and money on engaging in an open and honest two-way conversation with active consumers. What consumers hate is companies – Blackberry is one of the worst examples – that ignore questions and criticism. That comes across as just shouting at your customers.

And Facebook fans and Twiter followers are too savvy to just be shouted at. Brands need to learn to engage with customers on social media and offer something back – good customer services is start.