For many marketers, ‘like’ and ‘fan’ are interchangeable, but when Facebook dropped the ‘Fan’ moniker for the more enigmatic ‘Like,’ connections between brands and fans likers (?) earned an “it’s complicated” relationship status.
With less than half (42%) of Facebook users interpreting ‘Like’ as fandom for brands and 58% expecting exclusive access to content and deals, the otherwise approving ‘thumbs-up’ reads more like a subscription than a cheer.
As a marketer, I know what I hope for in a ‘like.’ I hope that they become customer, advocate and sounding board. That they have our Facebook page and hold our status updates for as long as Mark Zuckerberg shall allow us to live (or we move on to Google+). I’m hoping, like many marketers, that ‘Like’ is the first step to a brand-and-fan marriage.
Unsurprisingly, those people behind the ‘Like’ button clicks may find that whole brand/marriage thing a bit creepy. A ‘Like’ isn’t that serious. In fact, 37% have absolutely no expectation.
Source: ExactTarget, “Subscribers, Fans and Followers: The Meaning of Like.” Sep 21, 2011
Statistically, the brand ‘chit-chat’ ranks fairly low, and promotional messaging is less than welcome… unless the messaging is an exclusive discount or promotion. (?!)
Fans of Malcom Gladwell’s TED presentation on Howard Moskowitz will remember that what people report to prefer, and what people will reach for, are often dramatically different. He uses the example where most of us would report to enjoy a dark, rich, hearty roasted coffee… but a majority will order weak, milky drinks instead. (Watch the TED Talk)
As brands, our relationships with social media followers are complicated –riddled with mixed expectations, emotions and concerns over personal space. Like any relationship, there is no ‘right’ way, but contrary to marketer belief there is such thing as ‘couple’s therapy’ for brands online, and the fans they cherish.
‘Couples Therapy’ for Social Brands
When the relationship between your brand and your followers seems rocky, neither pushing harder nor abandoning the channel are likely to bring you any level of success. Instead, try something new and actively listen and watch for feedback.
Try an exclusive promotion, and track the results carefully.
Design and share content of value, rarity and exclusivity –an ‘inside look,’ sneak preview or captivating back-story of your brand or product.
Bark less, increasing your social appeal can be as easy as broadcasting less often, and more on target.
Experiment and test often, and always with well-defined goals of your brand’s social media expectations.
Stop looking for a cookie-cutter relationship template, and embrace the uniqueness of your brand and followers. If a self-help book stated clearly that the key to successful marriage was Wednesday night dinners out at a casual restaurant paired with white wine, you’d cry ‘horseradish!’
Consider professional assistance. There are agencies available that can help strengthen and grow your brand’s social network while helping measure more clear paths to your marketing goals. SilverTech, for example, has been helping brands connect digitally for over 15 years! That’s a decade-and-a-half dedicated to the art and science of online marketing, building our unique insight into both digital culture and the business of brands.
If you’re looking to make the most of social media for your business, we’re here to help.
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Tags: facebook, facebook for business, facebook users demographic, Like, Marc Frechette
