Updated Jan 20, 2011
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| I'm just in it for the candy. |
According to Facebook and Media: "People who click the Facebook Like button are more engaged, active and connected than the average Facebook user. The average “liker” has 2.4x the amount of friends than that of a typical Facebook user. So, this mean we should try to get as many "Likes" on our page as possible, correct?
Not quite.
I'd like to use this illustration as an example. There used to be a fellow in grade 7, let's call him "Joe". Joe frequently (almost daily) brought a bag of candy to school. He became very popular, mainly because of his generous candy giving. And his new "friends" loved him for it.
One day, Joe decided to stop bringing his candy. And like clockwork, Joe's "friends" started vanishing, one by one, until finally he had only a few quality friends left. These quality friends valued and liked him because they had commonalities. For some it was soccer, for others it was because Joe was a great person, and he helped them with their tutoring.
Now, let me ask this question:
Should Joe have assumed that his candy "friends" liked him because was a great person, enjoys soccer, and donates 1 hour a week to tutoring his fellow classmates? How could he expect to form quality relationships with his candy "friends" when it was solely formed on the basis of his candy generosity? They weren't interested in him, just the incentive he offered. To them, that was the value they received from his friendship. Can you really blame them?
Now I know this is a bit of a stretched example, but really, why do we do this on Facebook?
We launch a Facebook page, create a non targeted giveaway promotion, and ask everyone to "Like" our page for a chance to win. Once the non targeted incentive is given out, the page "Likes" typically drop. Or worse. They don't drop, just "tune out". Did you know that the drop-off rate can average as high as 50% after the promotion is complete?
Clearly incentives and promotions are the top reasons people follow brands on Facebook. And I'm not saying not to offer incentives. There is no debate that by increasing your page "Likes" through a non targeted incentive, some individuals will stick. But I call this a "shotgun" approach. Spray everything in sight, and hope to hit the target. Also, having a high number of page likes does offer up a perception of success (social proof) in the consumer's eye. But the intrinsic question should be, "why" do you want more page likes?
The value that you deliver should be constructed in a way that others view it as an incentive. A great example of this is HubSpot. HubSpot delivers so much value through their content by way of tools, guides, and webnars, that it has become an "incentive" for others to continue visiting their site and sharing their content.
Well, before ever launching a Facebook promotion (or any kind, for that matter), these critical questions should be asked:
- What foundation needs to be build through a promotion, and will that foundation be solid?
- (Ex: Pre-launch email campaign, lead nurturing campaign, etc?)
- How can you deliver value to your audience, without also giving away "candy"?
- Will those individuals that "Like" your page genuinely be interested in you and your brand, or are they just in it for the incentive that you offer?
- What are "Likes" truly worth to you?
- What is the possible stickiness of those "Likes"?
- Will these "Likes" convert into paying customers?
- Will these "Likes" mostly consist of your target market?
- Does your Facebook promotional incentive target the audience you want to attract?
You made some great points.
ReplyDeletePerhaps to combat the effect of users simply liking a page for a reward, the reward itself could be specifically tailored to the business...and have added levels of promotion.
For example "for a chance to win do X but then share with 5 friends"
Thus allowing the potential for quality fans to connect.
Thanks Mark. That is a very good suggestion, one that I may very well use in an upcoming campaign.
ReplyDeleteI do believe that if you run an incentive based "Like" campaign, the incentive should essentially do the qualifying.
An example would be to have a Facebook page for pet owners. You run a Facebook ad campaign offering a downloadable ebook which is specifically written for pet owners, including a coupon offer inside. That way, you will only be attracting that specific market.
I think sometimes people get caught up in their own egos trying to see how many "likes" they can get. I'm not real big on the shotgun approach. I'd much rather have a few people "liking" what I have to offer because it fills a need, then trying to run up the numbers.
ReplyDeleteI feel the same way Kevin. The shotgun approach does work, but I think you lose more folks than you gain. And it doesn't make you brand professional.
ReplyDeleteI think sometimes people get caught up in their own egos trying to see how many "likes" they can get. I'm not real big on the shotgun approach. I'd much rather have a few people "liking" what I have to offer because it fills a need, then trying to run up the numbers.
ReplyDeleteYou made some great points.
ReplyDeletePerhaps to combat the effect of users simply liking a page for a reward, the reward itself could be specifically tailored to the business...and have added levels of promotion.
For example "for a chance to win do X but then share with 5 friends"
Thus allowing the potential for quality fans to connect.
Well said Dave!! I never understood that concept "like me and I will do this" that I have seen on FB... why would the person/business simply to choose to do it anyway? Integrity and intent in all things is important, both personally and professionally. Many blessings, EagleSpirit.
ReplyDelete"...it doesn't make your brand professional." I think you hit the nail on the head. Thanks for the post.
ReplyDelete