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Posted: 1:28 p.m. Tuesday, Sept. 25, 2012

Money-Saving Moment

Facebook becoming preferred point of contact for consumers?



By Clark Howard


If you're into saving money, liking a company on Facebook offers one of the best ways to do so.

Market research company Lab42 talked to 1,000 social media users and found just under 80% of people have saved money as a result of liking a company.

Brands have gotten wise to this and typically offer coupons that are exclusive to their Facebook fanbase. Many airlines do the same thing with special discount fares for their Facebook likers.

For businesses, this survey found consumers now prefer a company's Facebook page to that company's own website. So if you're putting all your efforts into boosting your website, you're missing people who prefer to connect to you in another way.

I use my Facebook page as a platform to let you know what's coming up on the show and about new content on ClarkHoward.com.

But for businesses, it's a different kind of thing. Facebook can be the primary contact point with a consumer who is in the social media orbit.

Yet this is ironic because I was reading in the financial press about how a lot of analysts think the company's true valuation will settle close to $15 a share -- a far cry from the initial public offering at $38. But even if Wall Street doesn't love Facebook, a lot of people love it. So you as a business have to look at that and figure how to trigger your connection to potential customers.

One word of advice: Consumers expect discounts on Facebook. If you don't give them a reason to come to your Facebook page, you won't get the result out of it you're hoping for.