Social networking giant Facebook has been crowned as the top site for loyalty, according to the Brand Keys Customer Loyalty Index.
The annual survey, which questioned respondents aged between 18 and 65, found that Facebook has the most loyal and engaged users, with MySpace, LinkedIn, Flickr and Twitter all named as well – but Facebook was far in front.
Brand Keys president Robert Passikoff told Information Week the survey shows maintaining loyalty isn’t an easy task.
“In order to be able to understand loyalty and engagement with a brand, it’s not just based on awareness. Everybody knows the Gap and they’ve been a death spiral of same-store sales for years now,”
“You have to meet or exceed the expectations that people hold for the ideal of the category. It’s hard for people to articulate precisely what they want or think of these kinds of categories.”
Patrick Stafford is a freelance journalist and a former deputy editor of SmartCompany.
