Facebook To Marketers: You Can’t Buy Love ...Or Likes

Over the past couple of months, the marketing world has become obsessed with fan counts -- in part because fan connections CAN be valuable for a brand, but mainly because a fan count is something that can be measured.

So Facebook has been forced to change the rules to restrict marketers from acquiring fans using certain tactics. It's sad that Facebook has to regulate something that the marketing community should have realized is actually in its best interest to stop. But it's a bit of a prisoner's dilemma for marketers: If their competitors are using particular tactics to build their fan count, but they try to take the high road, it's their job is at risk. Fans should be one result of a good marketing effort, not the single focus. Here is the right progression - Engage consumers in an interactive brand experience, explain why they might like to become a fan and let people make their own choice about becoming a fan. This will generate quality connections to consumers with whom a brand and/or a particular marketing message resonates. People choosing to "like" a brand should be a function of how the brand engages them. People want to know what it will mean to "like" your brand and form a connection.



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by ClickFire Admin 05.17.2010

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