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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Putting an end to the belief in more

Consumed => “Five Ways Brands Can Utilize Customized Landing Tabs To Generate More Fans On Facebook” by George Guildford on Social Media Today.

Left a comment…

Thanks George. This was a great post with some great ideas, but then at the end you lost me. (Maybe it’s just me?)

You said:

“Create intrigue by adding a Hidden / Reveal feature to the tab… and offers that their users can gain access to by simply hitting the “Like” button… As more and more brands look to increase engagement and fan conversions…”

Dare I say, this whole last bit seems to be founded on the old media model of (when in doubt go for) “More”. At this point the quest should be for better, should it not? Or are we gonna go back to counting “hits” too? Remember that measurement?

For example, to bait someone with a Like just look at something immediately changes the meaning of that Like to Want To See This? That click has less to do with the brand and more to do with the curiosity of the individual making that click. Minor? Possibly. But none the less it the fact is such a tactic compromises the meaning of Like and the others “fans” who clicked it for other (more legitimate?) reasons.

To that I add, I wish brands (and “social media gurus”) would stop taking the Like button so damn seriously. Does anyone really thinking more than a split second about a click on a Like. George, do you? Yes true, there are some true, committed and loyal “fans” in any bunch of Likes. I’m not going to dispute that. But in the context of social media Like is in many cases a badge, a statement being made by the person clicking to say, “I Like this.” It’s not about the brand, it about them and who they are. That statement my or my not translate into something more of the brand.

More Likes does not mean more engagement, it just means more Likes, or in the case of your recommendation some people who were curious about what was behind Door #1. That said, I’m not dismissing your ideas. I am simply trying to add some additional substance to the context in which these ideas might be implemented. Hopefully, 2011 will finally become the year marketers shoot more for quality than quantity.

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