5 Ways to Create Value for a Facebook Like

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

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5 Ways to Create Value for a Facebook Like

Posted by:Dr Ang ela Hausman

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Posted December 29, 2012

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 g et

as many Likes as possible, rig ht?

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 strateg y playbook? Well, you may be just wasting your money Let me explain

Going back to the quote from Hubspot earlier, you g et the impression that Facebook Likes encourag e folks to buy your brand If that’s the case, then maximizing the number

of Facebook Likes you g et will improve your ROI (Return on Investment)

But, it’s not that simple — it’s really a chicken and eg g arg ument Put another way, do Facebook Likes encourag e folks to buy your brand or, do folks like your brand on

Facebook because you provide hig h quality g oods and services and are a g ood corporate citizen? Certainly, there’s a little bit of both g oing on, but I suspect that most users fall

in the latter categ ory — they like you on Facebook for all the g reat thing s 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 misg uided

When a Facebook Like might actually hurt you?

Say you’re running a contest — Like our pag e and g et entered to win some prize It’s a common social media marketing strateg y But, it’s dang erously wrong

1 It discourag es 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 campaig n slug s along , g enerating too few Likes and too much cost

2 It attracts the wrong people - folks attracted to your pag e in hopes of winning a

contest are often NOT the rig ht people They often aren’t part of your targ et market Thus, you spent money attracting folks who’ll likely NEVER buy your brand

Another misg uided use of the Facebook Like, is forcing folks to Like your pag e before they comment — especially if they’re unhappy Forcing them to Like your Facebook pag e before they can leave a neg ative comment only makes them ang rier 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 g ood ways to create Facebook Likes Here are some of my favorite examples:

1 Create eng ag ement The SINGLE most critical aspect driving consumer purchase decisions is what their friends think When you create eng ag ement (sharing , commenting , or liking your posts on Facebook), those endorsements show up on users Facebook profiles and g et shared to their friends’ newsfeeds

2 Make a charitable donation for each Facebook Like It makes you look GOOD and encourag es sharing For example, Pedig ree donated a bowl of dog food to a pet shelter for each Facebook Like

3 Earn Facebook Likes by creating a positive imag e throug h both social media and traditional marketing tools including product quality, excellent customer service, innovative products, g ood corporate citizenship, traditional advertising , product placement that resonates with your targ et audience and authentic social media marketing strateg ies

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 oblig ation to return favors If you g ive users something , they’ll often reciprocate by Liking your Facebook Fan Pag e, since it’s a small effort to repay the oblig ation For instance, Chipotle g ives out free burritos to those dressed in costume on Halloween

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Authored by:

Dr Angela Hausman

Hey, I'm Dr Ang ela Hausman I'm a marketing professor at Howard University and run a full service marketing firm operating at the intersection of marketing and

social media Check out my blog it's filled with g reat FREE content to help make

your marketing ROCK!

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