What advantages does the removal of Facebook like-gating hold for your business
From 5 November 2014, Facebook disallows the use of a “like-gate”, or requiring someone to “like” your page before entering your contest, promotion or giveaway.
There are some positives
With the focus taken off of “liking” a fan page, it places the focus on gathering emails and promoting visitors to share content. This is a positive step for success on social media because with organic reach on a very real decline, the action of sharing is becoming more important.
Here are some strategies to help your social media presence thriving even after the change
You can still gather important data from fans (emails, opinions, feedback, etc) and this is important as it is the type of data brands can leverage and turn into actionable insights. What will make the difference for your business is how you use this data.
Now is the time to build your email database using social media, and open another communication channel with your fans. There are so many avenues to keep in touch with your fans, and people are easily distracted, however implementing a multi-channel strategy will allow for multiple touchpoints. Remember to craft content based on each channel to address your message from various angles.
Social media is a media channel, much like radio, print or TV. Brands allocate media budgets for these traditional channels, and it is essential to do the same for your online presence.
Create Quality Content:
Ask yourself what value can we offer fans that choose to interact with our page? What unique information can we share with our fans? Aim to find out what your audience is interested in and provide it to them.
Build Loyal Fans:
Have you run a contest in the past that attracted a good number of new fans, only to find out that none of those fans are actually interested in your content once the grand prize has been claimed? This shift from like-gating means that people who “Like” your page will do so because they have actual interest in you as a brand. If you run contests make sure the align with your brand, and make sure that the other content on your page is exciting so people will want to follow you.
If you want help with your social media or digital presence get in touch today on 021 066 3930 or email us here.
With 20 years experience in marketing, Kath knows what works for businesses, this blog has the latest tips, tricks and innovations to help your business online.