5 Ways to Create Value for A Facebook Like

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.

 

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Facebook Business Marketing

It’s been a while since I talked about social media strategies for Facebook Business Marketing and much has changed.  So, I thought I’d discuss some issues to create success with your Facebook business marketing.

Facebook Business Marketing

Facebook is just one tool for social media marketing, but it’s a biggie.  Facebook currently has nearly 1 BILLION users.  Even considering that some of these profiles are duplicates or represent users who don’t actively use Facebook, the potential for marketing on Facebook is still massive.  Especially when you consider the reach exceeds what you’d get from spending $3 Million of a Super Bowl Ad.

But, your Facebook Business Marketing only works IF you do it RIGHT.

Facebook Business Marketing Tools

1. Your cover photo:

facebook business marketing

Here’s my cover photo for Hausman and Associates.  I’m not a graphic designer, but I created this myself using Adobe Photoshop.  I realize it could use some professional help, but you see what can be done in an afternoon with limited experience with Photoshop. At a minimum, continue your branding with the same color scheme, images, and fonts. Aim for lots of white space and avoid things that are violations of Facebook’s terms of service, like including the website address or phone number in the cover photo. I also included a picture, although I know I need a new headshot — but who has the time.

Apps

Facebook got rid of tabs a long time ago, but now includes apps — those little boxes under your cover photo.  These can be very useful.  For instance, I include a link to sign up for my email newsletter — Hausman Marketing Letter — using the Aweber app (most email marketing providers can integrate with Facebook).

Below, you’ll see my Aweber app under special offers.  When you add an app to your page, you’re given the opportunity to upload any image you want associated with that app.  If you’re tech savvy, you can grab the Facebook API and create your own apps.

Facebook tabs

Creating Engagement

Of course, the holy grail of Facebook business marketing success is creating engagement for your page — it’s this engagement that amplifies your messages to reach a large audience.  Using images and links both increases your visibility — and potential amplification of your message — and includes the call to action that drives sales or helps you reach other goals.

Creating engagement is a huge topic, which you can read about more on this site or my presentation of DC Tech Week.

Facebook Terms of Service

Always pay attention to Facebook’s Terms of Service because Facebook is pretty unforgiving if you breach their terms of service.  I’ve known folks who lost their profile or page without warning.  Facebook is pretty unresponsive to requests for re-activating these Facebook properties and usually doesn’t even give you a reason why it banned you.

And, Facebook’s terms of service vary as they change their interface — what your Facebook fan page looks like and works like.  So, what types of things are violations of Facebook’s terms of service.

  1. No duplicate profiles – although you should NEVER use your profile page for your business.  Profiles are for people, pages are for business.  If you have 2 profiles, turn one off.
  2. Don’t add people to your network that you don’t know.  That’s why Facebook created the “subscribe to updates” option.  So, if you’re a popular Facebook personality like Mari Smith or Guy Kawasaki, you can subscribe to their updates.  That way you get all their content, just like you were “Friends” without violating Facebook’s Terms of Service.  Plus, there’s a 5000 limit for friends and subscribers have no limit.
  3. Cover photos can’t be promotional.  So, don’t include your phone number or URL, don’t put in calls for action, don’t add statements requesting visitors to “Like” the page.  These are good practices for marketing, but Facebook decided it didn’t want users using promotion in their cover photos.  You CAN include these in the links BELOW your cover photo.

 Your Turn

Have you used Facebook to market your business? What results do you get from your Facebook business marketing?

Questions?

Comments?

 

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‘Tis the Season for Facebook Business Marketing

And many businesses are using Facebook as a way to get a jump start on the holiday shopping season marketing efforts.  Companies like Target, Starbucks, and others have had their “Black Friday” specials advertised through their Facebook Fan pages since early last week.  There’s even a (actually several) Facebook page for Black Friday, where companies offering deals for this introduction to the Christmas shopping seasons are highlighted — companies like KMart, WalMart, Staples, Old Navy, and many more.

Most of these companies are using the Black Friday Facebook Fan page to link to their advertising for Black Friday.  This site currently has over 93, 000 Fans is using contests to draw in Fans, as well as luring customers with advance information about the all important deals they’ll offer for Black Friday and Cyber Monday. Other Facebook Fan pages also tout Black Friday information.  Black Friday Ads, Black Friday Info, Black-Friday.  There are also blog pages, Twitter, and other social media promoting these Facebook Business Marketing Sites.

Black Friday is a tradition in many families who pour over Black Friday ads and assign roles to various family members to maximize their shopping effectiveness.  Families generate lists of gift items desired by various members and some family members are assigned as line placeholders, pickers (who find desired items in their assigned department stores), some are payers, some are runners, charged with transporting purchases back to cars thus allowing remaining family members to continue shopping unencumbered by excess baggage that might otherwise slow down their progress and reduce efficiency.

These Facebook Business Marketing sites seek to move this planning earlier in the process — rather than having families wait until Thursday after a huge Thanksgiving dinner to do all the planning.  Facebook Business Marketing also attempts to make sure advertised retailers fit into your Black Friday shopping plans rather than being squeezed out by other retainers — after all, even with expert logistics, each family can only shop a limited number of stores in a single day.

For retailers who don’t make the cut for Black Friday, there’s Small Business Saturday (a new shopping day being promoted by American Express to support local businesses), and Cyber Monday (the biggest online shopping day of the holiday).  Of course, these additional shopping days are also being promoted with Facebook sites — Small Business Saturday and CyberMonday.

What has your business done to implement Facebook business marketing as part of your holiday marketing strategy?

If you missed it this year, do you plan to incorporate Facebook business marketing into next holiday’s marketing strategy?

As a consumer, what do you think about these Facebook marketing sites to promote Black Friday?

Do you think these Facebook marketing efforts take away from traditional Black Friday?

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