Facebook Fans: Understanding the motivations and aspirations driving brand followers

This article examines the attitudes of the third of social media users who "follow" brands.

Facebook Fans: Understanding the motivations and aspirations driving brand followers

Jason Mander

Social society

Much ink has been spilt over "fans" who follow brands on social networking sites; about as often as we hear about the imminent "death" of Facebook, we're invited to question the authenticity of "likes" or quantify the ultimate financial value that they bring to a company. And just as one brand announces that it will be devoting a much greater spend to social campaigns, another will report a rapid retreat following what it deems to be a lacklustre ROI.

Clearly, it is absolutely right to...

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