As social networks grow and mature, new data has begun to surface that show the behaviors and preferences of its users that could prove invaluable to businesses in the future.

Business owners and marketing professionals are of course quite interested to learn more about how consumers on Facebook and other social media become motivated to connect with companies and brands, and their preferences in interacting with organizations.

Some of the latest statistics:

Many users of social media initially displayed a resistance to connecting directly with businesses from their personal pages, in effect showing a desire to keep “business separate from pleasure”, or their personal lives. A fear of being inundated with advertising pitches surely helped shape this mentality. However, new research shows that 43% of Facebook users now “Like” at least one brand or official company page, and this number is rapidly growing.

Of these, 38% of consumers “Like” a company on Facebook so they can publicly display their brand affiliation to friends. This new trend is being called “Social Badging”, and can be a very powerful motivation for affiliation. These users want to display their connection to brands and organizations that they believe represent them, their personal beliefs, are “cutting edge”, say something unique or valuable about them.

42% become fans so that they can receive special discounts and promotions. Many companies have begun to offer Social-specific sales and announcements, which can give their followers the sense that they are part of an intimate online community…even if they are one of tens of thousands of followers; and that they have the privilege of being included in exclusive, “members-only” specials.

35% say they follow companies and brands to stay current about the organization’s activities, public initiatives, or new products. Once again, the ability to connect with your brand’s following directly when announcing new initiatives, events, products and services can be a quite effective method to roll out your new marketing programs, sales and specials.

Only 23% of respondents said they follow brands on Twitter. Twitter has become more of a “news aggregator” for many users; a large number of new Twitter users have sent fewer than 20 personal tweets, but instead are using the service to gather news and opinions on brands, products and stay up-to-date on cultural trends in general.