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Study Finds Marketers Misunderstand Their Facebook Fans

When people like pages on Facebook, they expect exclusive offers and timely customer support, but they consider themselves loyal customers and are not as interested in a brand’s content as marketers think they are, according to research from The CMO Council.

More than 1,300 consumers and 132 senior marketers were surveyed to understand how well marketers are embracing social media and why consumers are connecting with brands there. As previous research has suggested, people often come to Facebook pages looking for deals and other exclusive offers. What is interesting about this survey’s findings is the discrepancy between why consumers say they like companies on Facebook and why marketers think they do.

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