• BARROT Tristan
  • CRESSON Benjamin
  • LE LIEVRE Alexandre
  • VIOLLEAU Meriadec
  • SOMMER Benjamin
  • DYENS Ken



Facebook. When we hear this name, we all know what we are talking about : The most famous social network ever since. If today Facebook seems to be the greatest place to be connected with our “own community” on internet, it is also a great opportunity for brands. Every day, more than 3 billion likes and comments are made by users, called “fans” by companies. Those communities give important opportunities to attract potential customers for marketers, because Facebook pages created by brands can help them by :
  • Evaluating the popularity of the concerned brand;
  • Communicating with consumers and entertaining a strong relation;
  • Developing the digital marketing of the brand.
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In this synthesis we will try to explain shortly what the “Power of Like” on Facebook is for marketers and brands.


In the U.S., 90% of all time spent on social networking sites are for Facebook only. 27% of the activity of Facebook users is centered on the homepage and newsfeed, and 21% is centered on profile viewing. Needless to say how it is interesting for a company, especially as we know that Facebook has approximately 160 million visitors per month (about ¾ internet users) who visit the site each day for the majority.



Facebook put tools for brands in order to let them develop their digital business and marketing, for money (that is how Facebook realizes 82% of its receipts). Those tools are advertisements, called “impressions”, situated on the homepage, the newsfeed, friends’ profile or directly on a commercial fan page :

  • Page publishing : Posted by the brand itself on its Facebook page, appearing in the newsfeed;
  • Stories about friends : These are the famous “X.Person likes X.Brand”;
  • Sponsored stories : The same as “stories about friends”, but on the right of the Facebook page (can also appear on a friend’s page);
  • Ads with social : Posted by the brand itself but depending on a social context. It will appear even if we didn’t “like” the brand’s page.
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Users like brand pages for several reasons : Self-expression, communication with the brand, communicating positive associations of brands to others and receiving deals and promotion. So, brand fans become “social marketing vehicles” and sources of information about products and consumers (what kind of profile(s) ) for companies, because they make ads and pages travel all over Facebook and they give their opinion about. The important thing is to entertain a dialog with consumers, and being seen and recognized by fans, friends of fans and to convert non-fans.


Moreover, we can see that a lot of famous person has been known and improve their image thanks to social networks. Indeed, the number of “Like” is currently able to reflect the notoriety of an artist/sportive and this is why famous person use that way of communication more and more. People are very active on social network, and celebrities know this. As an example, we can speak about the fan page of Shaka Ponk, the French rock band, using Facebook as a communication and marketing tool.

Sources :
http://blog.lefigaro.fr/medias/2012/04/facebook-derniers-chiffres-et.html
http://fluctuat.premiere.fr/Societe/News/Quelles-pages-ont-le-plus-de-fans-sur-Facebook-3255818
http://www.lapresse.ca/le-quotidien/actualites/201211/02/01-4589914-movember-suscite-de-lengouement.php
original paper on Power of Like