The Power of the Facebook “Like”

27 Apr

Oh, Facebook. It seems these days that every person and every business has a Facebook page. With that kind of competition, companies have had to get creative for you, the consumer, to notice their brands. Big companies have been spending big bucks to build fancy Facebook pages that will entice consumers to “like.” Why?

Because they know the power of the Facebook “like.”

Before we explore the power of the “like,” check on these statistics from Facebook to put everything into perspective:

  • There are more 500 million active users on Facebook.
  • Of those users 50 percent log on any given day.
  • The average user has 130 friends.
  • People spend over 700 billion minutes per month on Facebook (I assume collectively).

(via http://www.facebook.com/press/info.php?statistics)

The power is in the numbers.
 Companies are spending lots of money to reach YOU on Facebook because they know that you, and at least 250 million others are hanging out on Facebook on any given day. Facebook is essentially an advertising platform that companies are using to make their brands more accessible to the public. They’re engaging with you, challenging you, playing with and begging you to click that like button. This is why:  

  • You “Like” company XYZ
  • An update appears on your friends’ feeds: “YOU Likes XYZ”
  • This prompts your friends to check it out
  • Your friends “Like” company XYZ, too
  • Now an update appears on their friends’ feed
  • Those friends check it out
  • They “Like” company XYZ
  • And thus the process continues (as you can see from my terrible illustration to the right).
Companies hope that by you liking a page it will create an exponential domino effect, making their brand go viral.

Think about it:
 If the average Facebook user has 130 friends, that means that there are 130 possible likes sparked by just your like alone. And if at least one of your friends likes that page, assuming you have a different set of friend, that opens up a whole new 130 likes for that page.  All the sudden 1,000 people have seen company XYZ pop-up in their Facebook feeds.
Companies: If they don’t click “Like” at least they’ve seen your brand. Free advertisement!
But how do you get Facebook users to click “Like” for your page?
It’s actually not as difficult as you may think. Take a look at some of the big brand Facebook pages that our out there. There are a few key ways that companies are getting users to like. (Note: it is EXTREMELY important for Facebook pages to have landing pages, the “welcome” tab as you may see it. This is the first impression of your brand that the user will see.) Because you can’t utilize the power of the “Like” if you don’t know how to get them, check out the tips below:
  • Click for exclusive viewing.  Some companies have become wise and are playing with our natural tendency to be curious about things that are “secret.” Companies like Audi know that if a secret is dangled in front of our noses, we’re going to bite. We “Like” because we want to know what’s under there, darn it! Pepsi also does this by raising your curiosity for a click.

  • Like us because we’ll keep you entertained.  Ford unveiled a new campaign to sell their 2012 Focus with the use of Doug, the spokespuppet. What is great about this Facebook campaign is that the landing page incorporates the personality of the brand by almost daring you not to like with “Like me. sorry, love wasn’t an option.” They play up the fun and the humor and offer the user the award of entertainment for their click.
  • Unique incentives for a “Like.”   Facebook Pages like that of Schweppes, of all companies, entice the user to click by offering them a unique prize, in their case a Facebook app for an interesting photo lay-out for your page.
  • Click for philanthropy.  Yep, even cause-related marketing has got companies racking in the “Likes.” Take Macy’s latest landing page for Mother’s Day for example. A “Like” for Macy’s and they’ll donate $5 to your choice of 5 mom-approved charities. Not only is it great publicity (Macy’s Donates $400,000 to Charity), but it also provides an altruistic incentive to click away AND to recommend to your friends to “Like” them, too.
  • “Like” to save.  Perhaps the complete opposite of the philanthropic approach to getting “Likes,” companies are playing the “save some money” card and offering users exclusive incentive deals to “Like” them. The Major League Baseball  is doing just that, urging people to click by offering them “ticket offers” and “merchandise discounts.” The “Like”-to-save method is a popular way for companies to get those “Likes” as you may imagine.
So now that we’ve discussed why Facebook “Like”s are so powerful and how a company can get more of them, let’s sum everything up with this: Exponential growth that provides brand equity by means of Facebook friend “referrals.” THAT is the power of the Facebook “Like.”

What do YOU think is the power of the “Like”?

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2 Responses to “The Power of the Facebook “Like””

  1. toasty redhead May 14, 2011 at 1:16 am #

    Good points

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