Retail in Asia

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Facebook lowers the bar on brand loyalty

Brands recognise value in having a presence on Facebook as it helps to encourage a conversation between the brand and consumers. And without much fanfare, the social networking site is preparing to change the way it asks users to connect with brands. Rather than asking people to "Become a Fan" of a product or personality, Facebook users will click that they "Like" the subject.

The change, while subtle, strikes a different tone, and may result in more consumers engaging with brands on Facebook. Think about it: you might like Starbucks coffee or McDonald’s fries, yet not consider yourself a "fan" of those products. Saying you "like" a product offers an opinion about it, whereas being a fan implies a greater level of commitment.