A report from the CMO Council and Lithium found that 57 percent of marketers using social believe a Likes stem from strong, engaging content marketing.

Exclusive content and frequent engagement are top strategies for drawing Likes among companies using Facebook for social media marketing, according to a report from the CMO Council and Lithium. The study, “Variance in the Social Brand Experience,” found that 57 percent of marketers believe a Like means that a page’s content is well received by various users.

Creating original content that informs and engages prospects is critical to social media marketing success. However, it’s especially important on Facebook, as the sheer amount of information available on the website can make it difficult for content to make an impression on users.

Inevitably, engagement also comes with some negative feedback. According to the study, 41 percent of comments on Facebook are a result of users wanting to express their opinion – both positive feedback and complaints. The study suggests frequently responding to feedback of any variety will allow businesses to boost their reputations among loyal fans and win a second chance to make a good impression among skeptics.

As businesses perfect their social campaigns, 55 percent have found that they are having healthier conversations with their customers. Moreover, the same amount believe they have identified new “avenues to gather and further market insights” through social.

Nineteen percent of respondents found that social media marketing has cut certain costs within their companies, namely customer service and advertising costs.

Brafton reported on Tuesday that social media marketing campaigns are helping businesses in several sectors and industries. However, only one-quarter of these companies have said they truly understand the best ways to measure their success. 

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.