What? Most companies use Facebook to share and engage with their customers. To this point, it’s been unknown if and how a customer following a brand matters.
So What? A field experiment showed that getting customers to like a Facebook page can positively impact offline behavior. This impact is driven by reaching customers with promotional messages, but not due to online conversations customers have on the page.
Now What? Brands should actively request customers to like or follow them on social media platforms. They should use these platforms as tools to promote messages that are likely to spur desired behavior change.

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