5 Ways to Create Value for a Facebook Like

MarketingLetter
Dr. Angela Hausman Owner, Hausman and Associates

Posted on December 29th 2012

5 Ways to Create Value for a Facebook Like

5 Ways to Create Value for A Facebook Like

According to Hubspot, customers are

51% more likely to make a purchase after LIKING a brand on Facebook!

WOW! That makes a Facebook Like REALLY valuable, so you should do whatever you can to get as many Likes as possible, right?

WRONG!

Let’s explore what a Facebook LIKE is really worth.

Social Media Strategy 1: Get Facebook Likes

Is this part of your social media strategy playbook? Well, you may be just wasting your money.  Let me explain.

Going back to the  quote from Hubspot earlier, you get the impression that Facebook Likes encourage folks to buy your brand.  If that’s the case, then maximizing the number of Facebook Likes you get will improve your ROI (Return on Investment).

But, it’s not that simple — it’s really a chicken and egg argument. Put another way, do Facebook Likes encourage folks to buy your brand or, do folks like your brand on Facebook because you provide high quality goods and services and are a good corporate citizen? Certainly, there’s a little bit of both going on, but I suspect that most users fall in the latter category — they like you on Facebook for all the great things you do off-line.

If what I suspect is true, driving Facebook Likes has little impact on your bottom line and efforts to achieve Facebook Likes are misguided.

When a Facebook Like might actually hurt you?

Say you’re running a contest — Like our page and get entered to win some prize.  It’s a common social media marketing strategy.  But, it’s dangerously wrong.

1. It discourages sharing – the more people who enter the contest, the lower your odds on winning.  So, you have NO incentive to share the contest with your friends.  Denied access to Friends of Friends, your campaign slugs along, generating too few Likes and too much cost.

2. It attracts the wrong people - folks attracted to your page in hopes of winning a contest are often NOT the right people.  They often aren’t part of your target market.  Thus, you spent money attracting folks who’ll likely NEVER buy your brand.

Another misguided use of the Facebook Like, is forcing folks to Like your page before they comment — especially if they’re unhappy.  Forcing them to Like your Facebook page before they can leave a negative comment only makes them angrier.  And, instead of just stopping by and posting their criticism, they’re now part of your community and can continue poisoning the community.

Creating VALUABLE Facebook Likes

Of course, there are good ways to create Facebook Likes.  Here are some of my favorite examples:

  1. Create engagement.  The SINGLE most critical aspect driving consumer purchase decisions is what their friends think.  When you create engagement (sharing, commenting, or liking your posts on Facebook), those endorsements show up on users Facebook profiles and get shared to their friends’ newsfeeds.
  2. Make a charitable donation for each Facebook Like.  It makes you look GOOD and encourages sharing.  For example, Pedigree donated a bowl of dog food to a pet shelter for each Facebook Like.
  3. Earn Facebook Likes by creating a positive image through both social media and traditional marketing tools including product quality, excellent customer service, innovative products, good corporate citizenship, traditional advertising, product placement that resonates with your target audience and authentic social media marketing strategies.
  4. Provide valuable content such as information, discounts, unique access, etc.
  5. Pay it forward.  The law of reciprocity says that people feel a strong obligation to return favors.  If you give users something, they’ll often reciprocate by Liking your Facebook Fan Page, since it’s a small effort to repay the obligation.  For instance, Chipotle gives out free burritos to those dressed in costume on Halloween.

 

MarketingLetter

Dr. Angela Hausman

Owner, Hausman and Associates

Hey, I'm Dr. Angela Hausman. I run a full service marketing firm operating at the intersection of marketing and social media. We specialize in social media analytics, social media strategy, and content marketing. I'm a frequent speaker at social media events and webinars. Check out my blog -- it's filled with great FREE content to help make your marketing ROCK!

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Comments

Kent Ong
Posted on December 30th 2012 at 12:15AM

I like Facebook page because the brand provide high quality service. And, I don't really encourage my customers to spend all effort just to acquire Likes. For me, Facebook will not last longer.

Jay_Perkins
Posted on January 2nd 2013 at 9:50AM

Nice article, Angela. Very good point you raised about most 'Likes' may be as a result of the quality of work you already provide offline rather than online.

I do however disagree with your point on running a competition. This can attract a high number of targeted fans in a short space of time providing that the giveaway is linked to your product or service. What isn't as effective is a company giving away an iPad who provides dog grooming services as the reward doesn't match typical business activity.

We ran a small survey towards the end of 2012 and 72% of people stated they Like a page in order to get a discount, so although this isn't linked to engagement and long term strategies, it does mean that offers like '50% off your first visit' can be effective at getting new clients through the door - the quality of service and continued exposure on Facebook is what can turn them into loyal, repeat customers.

Whats important is that a brand combines a number of activities and connects them to social and non-social campaigns and I feel competitions are a low cost, effective way to fill the top of the sales funnel.

Would appreciate your thoughts :)