Wednesday, September 26, 2012

72% Of Facebook's 900+ Million Users Say They've Liked A Facebook Brand Page

That 72% number is from eMarketer.

It’s a big number, isn’t it?

My reaction?

So what.

If you’re a brand, it means you’ve been liked.  Not bought.

What is the value of a “like”?

Absolutely nothing.  Unless…

…a brand does something with it.

And this is where most brands go wrong.  They start thinking like people.

Because they’ve been liked, they think they’re in love.  So they start acting crazy and start sending people too much stuff, too soon.  In real life, because someone likes you, it doesn’t mean they want to sleep with you.

Same is true in the digital world.

You might get to that stage, but you need to build the relationship first.

Do brands do that?  Most, no.

Most come on too strong, too fast.  Like I said, they start thinking like people.

Build the relationship slowly.  Let the person that likes you participate in building that relationship.

Send those that like you something that might be of interest to them.  It they think it’s interesting, they’ll most likely share it with others.  That’s what people “in like” do.  They share with others interesting things about what the person they like is doing.

The result?  Free distribution for the brand.

And that’s the true value that a “like” gives a brand.  Permission to get back to that person with something of interest that they can share with others.

How many brands do that? 

And no, that’s not a rhetorical question.

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