You know how in life many of us tend to over complicate things? Admit it, you're guilty of doing this from time to time. Someone asks you for directions to somewhere and the next thing you know you're giving them the Magna Carta.
Well today, I want to make things very easy for Mr. Brand Manager and Mrs. Brand Marketer and any and all social media marketers out there entrusted with a given client's Facebook page. All the folks who are asked to increase the number of Likes - even though we know size does not matter, there are still many brands who insist on seeing a large following.
The guys and girls at Lab42 - a research company, recently conducted a survey and I guarantee you this will not be the last one to reveal the following findings. Not by a long shot.
How do I know?
Easy, it's human nature to want something and after all consumers are people, too.
Wow, how about that? A combined 55% of consumers will like your Brand - no, not because they think you're swell and groovy. And no, not because they feel a sense of loyalty.
But because they want something in return for their precious Like. They want a promotion, they want a discount and you're darn right - they want something for free.
By the way, my 'wow' above was completely sarcastic in case you couldn't pick up on that.
And speaking of loyalty or lack thereof, check this out:
You see this above? Of the 46% of respondents said they Liked a brand on Facebook, over half of them said they did so to get something in return, AKA something for free.
And under the heading of "restating the obvious" this from the same infographic:
The moral here kids is give consumers want they want. Give them something in exchange for their Liking your page and then keep them engaged with interesting content and yes keep the discounts, promotions, free stuff coming, too.
Post With Care
There are a couple of other interesting findings from the survey/infographic and I want to share one with you and it deals with the ways brands can turn people off to the point of they (aghast!) un-Like them on Facebook:
So ease up there Mr. Brand Manager and Mrs. Brand Marketer and any and all social media marketers who want to keep posting more and more content to their client's Facebook page. Slow your roll there just a bit and think before you hit post for the Like you save you may be your own.
As for the entire infographic, here it is for your disseminating pleasure.
Named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred, Steve Olenski is a senior content strategist at Responsys, a leading global provider of on-demand email and cross-channel marketing solutions.