I'm sure many marketers have suffered from managers gauging the success of a social media campaign by the number of likes their page has received on Facebook, with the general consensus being that the more you can get the better the campaign is.  Well new research has some worrying news for people of such a persuasion – most young people like a page but never return to it after that, which is hardly a recipe for brand engagement.

The finding comes from research conducted by Appalachian State University.  They found that whilst 75% of millenials had liked a companies page on Facebook, a whopping 69% of those then never returned to that page.  The research team have a pretty clear answer as to why that is.  It's as simple as the Page not giving them anything of use.

“In public relations, one of the basics of what we do is build relationships to hopefully get individuals to engage in some sort of behavior. It’s clear that the 18- to 29-year-olds are not as invested in an organization as the organization may think they are when they click the ‘like’ button or click ‘follow.’ It’s fairly consistent in the research that Millennials like organizations that give something back to them.”

I wrote last year on why your Facebook page is liked, and it bears repeating here.  Pictures speak louder than words of course so the reasons have been put into a nice infographic for your Facebook assistance.  Enjoy.