What’s Your Facebook “Like” Strategy?

When you custom-create a message that touches your consumer, you get to choose your call to action. Your website, ads, pitches, and content, all give you an opportunity to ask something of your potential customers or clients.

More and more frequently, that call to action is this: Like us on Facebook.

But when you create anything that communicates with your audience, you can’t just consider WHAT your call to action is – more importantly, you have to consider WHY.

 So let’s explore that. Why does everyone want their audience to “Like them on Facebook”? …And is it the best “call to action” for your potential customers and clients?

Likes = Popularity

We know that the most popular brands have the most Facebook likes. Millions and millions of users have used their Facebook page to show their support of brands like Target, Disney, and Coca-Cola.

BUT here’s the catch: These brands’ popularity came first – not the Facebook likes. If Facebook had never existed, these brands would still be popular. They’d still thrive. So basically, the “likes” represent existing brand loyalty. They show that the brand is popular, but they aren’t the reason the brand is popular.

Likes = Sales

We also know that people who “like” brands are more likely to spend money on them. For example, one study showed that those who were fans of Starbucks on Facebook were more likely to spend money in-store than non-fans.

This goes back to popularity. Naturally, if I like Starbucks enough to find them on Facebook and associate myself with them, I like them enough to frequent the store and spend money.

Return on Investment

At this point, the actual ROI is on Facebook likes is unclear. What is clear is that sheer numbers don’t do much to generate sales. Don’t get me wrong; social media is a powerful medium. Social proof and word of mouth are critical in any brand’s success and Facebook makes these things easy.

However, as with anything else, there needs to be a strategy. Discounts for fans, rewards for sharing, and free samples are great ways many companies capitalize on their likes. BUT if you aren’t equipped to offer these things (and offer them well), maybe a better call to action is to visit your website, call for more information, or buy the product.

If you want them to like you on Facebook, why? And what’s next?

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