More than half of Facebook users report Liking brands because they are already customers, and 56 percent relay positive experiences to friends.

Fifty-eight percent of Facebook users surveyed by Chadwick Martin Bailey and Constant Contact report Liking a brand on the website because they are already a satisfied customer. Moreover, the poll also revealed 50 percent of respondents became customers of a brand after Liking it.

Social media marketing has become a major trend in recent years, but some businesses have struggled to determine ROI on their social media initiatives. Chadwick Martin Bailey’s poll demonstrates the value of social media marketing for those trying to develop social media metrics.

Fifty-six percent of respondents recommended a brand to friend after engaging with the company on Facebook. Additionally, 51 percent report they are more likely to buy a product after Liking the company.

As is the case with most forms of digital marketing, targeting plays a vital role in the success of a social campaign. Facebook users are very selective in terms of the brands they choose to interact with, as 78 percent reported Liking fewer than 10 brands. Businesses looking to target these users must create plans for the specific demographics hey aim to convert.

Aside from tailored Facebook posts for social media marketing, targeting specific audiences is critical in broader content marketing campaigns as well. Brafton reported last week that several experts in the content marketing industry who congregated for Content Marketing World believe a strategic plan, focused heavily on audience targeting, is a necessity for a plan to succeed.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.