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Rice U: Facebook Fan Pages CAN Grow Your Business

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Thursday, May 13, 2010
Rice U: Facebook Fan Pages CAN Grow Your Business
An article in the March 2010 issue of the Harvard Business Review reports on the findings of a Rice University study on the effectiveness of Facebook Fan Pages.

Researchers Utpal M. Dholakia and Emily Durham set out to answer the question: "How much do businesses really influence consumers when they launch pages on [Facebook] to attract 'fans' and to pepper them with messages and offers?"

Dholakia Durham partnered with Desert Gallery ("DG"), a popular Houston-based bakery which did not have a Facebook Fan page at the outset of the study. They conducted a survey of Desert Gallery's customers before and then three months after setting up a Facebook Fan Page for the bakery. In the course of those three months, Desert Gallery updated its page several times a week with pictures, reviews, news and employee profiles.

The follow-up survey of 1700 customers revealed that Desert Gallery's Facebook Fans:
  • Made 36 percent more visits to DG's stores each month.

  • Spent 45 percent more of their eating-out dollars at DG.

  • Spent 33 percent more at DG's stores.

  • Had 14 percent higher emotional attachment to the DG brand.

  • Had 41 percent greater psychological loyalty toward DG.

The researchers are quick to point out that their results "suggest intriguing possible correlations rather than definitive causalities".

Nevertheless, food for thought...
Jeff Cohan
Metro Atlanta-based nSiteful Web Builders is a full-service Web design & development firm. We have designed and built (and continue to maintain) Web sites and Web applications for businesses and organizations representing a variety of industries all over the country.

nSiteful specializes in dynamic, database-driven Web sites and Web applications for small and medium-size businesses and organizations for whom a robust, professional and compelling Web presence is instrumental to their sales, marketing, customer service and operational strategies.

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nSiteful: Internet Consulting Services. With Smarts.
Metro Atlanta-based nSiteful Web Builders, Inc. is a full-service Web design & development firm. We design, build and maintain Web sites and Web applications for businesses and organizations in a variety of industries all over the country.
Marketing via the Web | Print| Interactive | Audio | Video
Web-site design & development, graphic design for print & interactive, audio/video production & post-production
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