We often talk about how much a “like” is worth in terms of marketing. But what is a “like” worth to the consumer?
Take a look at this chart from eMarketer. The results clearly show that consumers expect to get something in return for their click. But when the CMO Council asked marketers what they thought, they said that consumers clicked out of loyalty or love for their product.
It is true that clicking the like button does imply a certain fondness for a brand, but love will only get you so far. Once the bloom is off the rose, consumers want to be rewarded for their loyalty.
You could go to Jared, or you could offer coupons, discounts, and freebies, They’re the best way to get me to like your Facebook page.
The second most popular choice is an interesting one. At first, I was surprised that 60% of people wanted to interact with others. That’s because my initial concept of a branded Facebook page is one devoted to a product, restaurant or store. Then I thought of the official pages for TV shows, movies, bands, charity organizations, sports teams. . . all of these are the perfects places for sharing thoughts, photos and links.
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Now drop down four spaces to “Find service and support.” Half of the respondents chose this answer and it’s a big one. More and more, I see consumers using Facebook pages to register a complaint. I did it myself, a couple of days ago. And you know what? The company didn’t reply. Even after I left a follow up comment and three other people left complaints, the company still hasn’t replied. That’s a company that won’t be getting anymore of my money and all they had to do to keep me was answer.
Facebook pages are an excellent way of encouraging commerce with coupons, perks and games. But you have to monitor your pages. You have to respond to the comments, good and bad (especially the bad) and you have to keep the conversation going.
If you plan to build a page and forget it, then don’t build it in the first place. What’s happening when you’re not there could do you more harm than good.