Twitter's Controversial Algorithm Changes: What They Mean for Your BusinessTwitter Vs. Facebook: Which One Is Better for Promoting Your Brand?3 Free Twitter Tools PR Pros Can't Live WithoutSocially Stephanie: Social Media for the Automotive Industry
Technology & Data
New IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesTalking Strategy and Data with Shannon Lee of Precision StrategiesHarnessing Mobile Users: The Power of Big Data in Social AppsMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
- Social Tools
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Facebook Bans Like-Gating: What Can Marketers Do?
Posted on August 9th 2014
Starting November 5, 2014 (and August 7, 2014 for all new apps) like-gating will no longer be allowed on Facebook Pages.
According to Facebook,
“You must not incentivize people to use social plugins or to like a Page. To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.”
This seems a long time coming, as Facebook has slowly been implementing changes that help businesses build a valuable Facebook presence, not just a Page filled with likes.
At ShortStack we have over 350,000 customers, all of whom are Facebook Page Admins. I’m always analyzing the data from our platform, and in recent months I’ve seen (and supported) a shift away from like-gating. In May we released an eBook titled Why Every Business Should Stop Obsessing Over Facebook Likes that has been well-received. We’ve also redesigned the entire ShortStack platform to allow marketers to build Campaigns that can achieve their goals independent from like-gating. Our recommended best practice is that businesses should be collecting actionable and valuable data such as emails, customer feedback...anything that is critical to their goals. If the customer wants to like your Page as well, that’s great, just don’t force them to.
Marketers who replace Like-Gating with “Action-Gating” should see a jump in ROI
The idea behind offering an incentive in return for a like is a tried-and-true Facebook marketing tactic that works...if your main goal is to just get a lot of likes and nothing else. Action-gating a Campaign (rewarding a user based on submitting data or performing an action besides liking a Page) gives businesses the ability to offer incentives in return for information that may be more valuable than a Facebook like. Gathering data such as email addresses can establish long-term communication with customers for little cost.
Facebook marketers can focus on campaigns beyond Facebook
Now that like-gating is a thing of the past, marketers can focus on collecting valuable information from more than just their Facebook audience. Sending Twitter followers, newsletter subscribers, Facebook Fans and others to a single, central Campaign not only increases the volume of information you’ll gather, but it could also increase the quality of the information. Marketers may see different responses, trends and feedback when expanding their audience beyond Facebook. With ShortStack, your promotion or contest can live outside of Facebook completely, allowing anyone to participate, not just your Facebook audience.
You can still ASK people to like your Page
You’re still able to encourage people to like your Page, you just can’t require them to like it in order to enter a contest or receive other content from you. This practice will ensure that people who like your Page are doing so because they want to interact with your brand. We suspect that many businesses will see an increase in engagement once the fan base they are building is full of true fans of the brand, not people who only liked the Page for a chance to win an iPad.
This policy change is a sign that even Facebook knows that the size of a Page’s like count isn’t as valuable as much as the average Page admins think it is. I believe that when marketers begin shifting their thinking away from Like-gating they’ll see better results from their efforts.