If you've been on the interwebz in the last two days, you've noticed that people everywhere are griping about the changes that Facebook has just rolled out, just like every other time that they moved the cheese on the social media giant. And there, of course, are some great, snarky memes parodying both sides of the argument. but I ran across an article about Facebook that intrigues me far more than the volumes of others, crying out "My news feed is different! Wah!"
This article states that, in order for a business to be a successful entity on Facebook, you should not run a "campaign." That's a bit contrary to what we have been taught, isn't it? But it says that fewer people are liking brands, and recommending that their friends like the brands too. My experience on fb says that this is true--I'm very selective about the brands that I like, and I rarely recommend things to friends (my logic: I detest spam in any form, and do not, therefore, want to inadvertently spam my friends with my fondness for a certain brand of widget.) If I am not alone in that sentiment, then you can understand that some people will view an active campaign on facebook as a potential annoyance.
Well, lovely, you say. How do I reach my target audience on facebook, then? One way is to engage them with a program, as opposed to a one time campaign. Customer rewards can make it worthwhile for a person to like a brand. Using myself as an example again, I "like" a local deli for the sole purpose of finding out what the discount code for the week is. Say the word of the week to the cashier, you get a percentage discount. Other places keep me updated on the daily/weekly specials, free shipping, or any other bonus that they are not offering to the general Joe Customer. If my friends would like the bonuses that the business is offering, then I am more likely to send it on to them.( IE, because of me, my father, husband, and many friends "like" the local deli that offers specials.) Keep in mind that you can reach a more vast audience if you use your social media together. Use your geo-location program, your Twitter, Facebook, etc, all together. I cant tell you how many RT's I've seen on twitter, where someone was entering a weekly contest.
Before you go, however, do go read the article referenced. No, really. I only graced you with an opinion about part of the article, but it has more little nuggets for you to internalize. Consider it homework.