Should you have to pay Facebook to speak to your Fans? (Part 2)

Dollar_dice

The first part of this blog article considered the value of Customer to Customer communications in light of the changes to Facebook's algorithm, this post considers how to motivate true Customer to Customer sharing...

Paying to Speak to Your Own Fans? (Part 2)

The Principle of Sharing: Value for the Giver and Value for the Receiver

The key to understanding this is the principle of ‘what’s in it for me’ or ‘WIITFM’ for your Fan. But also you need to think about ‘what’s in it for my friend’ or ‘WIITFMF’ from the point of view of your Fan to encourage sharing.

As argued above, if you can provide a good deal to your Fans they are more likely to be receptive and research has shown that one of the key motivations of friending on social networks is to gain discounts and access to exclusive offers.  But you can incentivise your Fans to share the offer with the possibility of a lower price, better deal, some exclusive content or other reward such as back stage tickets.

When the reward is seen as valuable and linked to your product or service, it should be seen as legitimate and importantly you


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Should You Have to Pay Facebook to Speak to Your Fans? (Part 1)

Dollar_dice

The first part of this blog article considers the value of Customer to Customer communications in light of the changes to Facebook's algorithm...

Paying to Speak to Your Own Fans? (Part 1)

The recent publicity surrounding Facebook’s policy decision to further reduce the number of brand posts that can appear in a member’s newsfeed has cast further doubt on the value of a simple ‘like’ on Facebook.

Several commentators have estimated that only between 1% to 6% of organic posts by brands will reach Fans newsfeeds which means that relying on simply posting to your Facebook Page is unlikely to return much reward.

Facebook has long confirmed that 85% of users never return to a Brand Page and so almost all the valuable interaction with your ‘Fans’ takes place in their newsfeed. The now defunct Edgerank was introduced to ensure that posts from friends you interact with most will appear more often and for longer in the newsfeed. This was clearly designed to reduce the number messages from brands in the newsfeed and users can now class friends in different groups on Facebook such as close friends, acquaintances or in specific lists etc., which is likely to further


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