I see many companies and organizations trying to slice off a piece of Facebook’s community features for their own causes, initiatives or products. They encourage their followers to “Like” their Facebook Page and even offer hefty incentives sometimes driven by appealing contests (“Like my page and I’ll give you an iPad–and maybe be your best friend”). These things are fine on their own, but I’m not convinced that you’re going to be able to stake a lasting piece of Internet buzz off sexy giveaways and peer pressure.
For transparency, I will humbly admit that I have “Liked” a business page on Facebook in order to win that shiny new piece of Cool Technology (TM). Naturally, I didn’t win the contest and I “Unliked” their page faster than the time it took for my computer speakers to ding on the “Better Luck Next Time!” e-mail. If you put a gun to my head, I couldn’t conjure-up the company name, what they were offering, nor have I gained any sort of measurable trust in what they do because of the “carrot” of free toys.
So, in short, the $800 campaign giveaway resulted in…well, one happy customer (the winner). Unless that customer is Oprah, I’m thinking maybe that iThingy didn’t net enough business to be worth the effort.
A REAL GIFT: Give the People a Voice
Let’s say my organization cares for the hopelessly endangered Tiki Bats (I think I just made that creature up). Instead of giving away a toy or a trip to Tahiti (the Tiki Bats are native to Bakersfield in my fantasy), I’m going to try and elevate the voices of my followers.
Why are Tiki Bats important to you? When did you first learn about the crisis of the duck-billed flying rodent? (Yes, I know Val Kilmer informed us all in “Batman Forever” that bats aren’t rodents–Tiki Bats aren’t even real so give me a break!) How do you feel about the dreaded Tiki Bat Stew Company that seeks to take these adorably feathered creatures and create a special culinary delight out of their livers?
The point is this: your move should be to use your leverage to ACTIVATE your followers, not ADVERTISE to them. You want to make them champions of your cause or product.
Giveaways are fine, but the PROVEN WEB METHOD is to reward your CHAMPIONS not the FREELOADERS.
