![](http://www.getperspectives.com/wp-content/themes/Advanced-Newspaper142/timthumb.php?src=wp-content/uploads/2010/06/blog_mark_2social.jpg&h=&q=90&w=90&h=65&zc=1")
For brands, being social isn’t just about marketing a message – it’s about influencing consumer behavior, creating a stronger brand/consumer bond, allowing consumers to have a voice in the development of the products and services they use, and providing customer support openly and quickly.
![](http://www.getperspectives.com/wp-content/themes/Advanced-Newspaper142/timthumb.php?src=wp-content/uploads/2010/03/blog_mark_fan.jpg&h=&q=90&w=90&h=65&zc=1")
The Fan page has taken what had previously been a vague concept – brand loyalty – and made it visible. And once it’s visible, it becomes actionable. By listing themselves as fans, consumers publicly proclaim their brand loyalty, increasing their incentive for demonstrating this loyalty by actively supporting it through increased purchases and more aggressive word-of-mouth.
