She Likes Me, She Likes Me Not. What is the Value of a Facebook Like?

One of the most frequent requests I hear from customers is, “I want more Likes on Facebook. How do I get more Likes?” What is a Like worth anyway?

Likes were originally conceived to give brand fans a way to publicly declare their love and their loyalty to you, but their value has been diluted over time because they have become so pervasive. There are Like buttons on corporate pages, order confirmation pages, photo sharing sites, and now the analog version of “Please Like us on Facebook” printed on your retail receipt. We all want to be “Liked,” but the truth is the vast majority of people who Like your Facebook page never return.

So the question you should be asking yourself is not how do I get more Likes, but how can I monetize the ones I have.

Discovering the currency of your brand fans.

A Like is worth nothing if the person who clicked the Like button never engages. So how do you engage your brand fans and empower them to bring you more Likes? Find out what the currency of your fans is and “pay” them. Put yourself in the shoes of your fans and ask yourself why you would come back to the brand page.

Some examples of currencies and payouts:

  • Healthcare: your currency is knowledge and information. Your fans expect up-to-date articles on healthcare, links to groundbreaking studies, and a forum for questions.These are the items they would be willing to share to their network.
    Bright Idea: Create a custom Facebook tab called “Clip of the Week,” and share a different health tip video every week, and encourage people to share and comment.
  • Music Artist: Your currency is exclusivity. Your fans want to be the first to know that you’re eating a burger at a dive in some little town between tour stops. They want their friends to know that you just released a new single and they got the download before anyone because they Liked your page. Update your page with personal status updates on a regular basis so your fans have a reason to come back.
    Bright Idea: Create a Facebook tab with a Like Gate and a link to an exclusive download of your latest single.
  • B2C: You assume your currency is the all mighty deal and the discount, but that’s not always true. Status updates about product discounts result in the lowest rate of interaction  of all Facebook posts. Your best currency is opinion. Create a weekly poll and ask your fans for their opinion. This will engage your fans, give you a high rate of interaction, and encourage them to share the content out to their network.
    Bright Idea: Create a poll that lets fans vote on the next flavor of ice cream you’ll produce, a limited edition color for a car, or a new menu item.

It’s not always about money.

The bottom line is that monetizing your fans doesn’t always mean selling them something. If you keep them engaged you will earn their trust and loyalty over time, and they will be more likely to buy when you do present them with that offer.

And the Primetime Emmy® winner for Outstanding Creative Achievement in Interactive Media is…

The Interactive Media Peer Group is the fastest growing peer group in the Academy of Television Arts & Sciences (ATAS), which is no surprise to those of us in the business of interactive. There are 450 active members of the Interactive Media Peer Group, and I am proud to say I am one of them.

Esther Lim (Social Media Consultant at  Altimeter Group), Rhett McLaughlin (Rhett & Link  Commercial Kings), Kelly Jo Horton (CrowdFactory), Link Neal (Rhett & Link  Commercial Kings), Howard Meltzer (CSA, Casting Director).This year I was privileged to be a part of the “Blue Ribbon Panel” that selected the 2011 Primetime Emmy® winner for Outstanding Creative Achievement in Interactive Media. I brought Crowd Factory CEO Sanjay Dholakia along to be my +1 for the experience.

The event was hosted at ATAS in North Hollywood on Thursday August 25th, and MC’d by Rhett & Link, hosts of IFC’s “Commercial Kings” . The theme of this year’s event was “New Orleans,” and you would have thought the party planners had paid off Mother Nature to cooperate with the theme, because the thermometer topped 103 degrees that day. Sanjay and I arrived at the venue at 4pm and had a chance to do a little mingling with the rest of the attendees before heading into the auditorium to score this year’s top five contenders for Outstanding Creative Achievement in Interactive Media. This year’s nominees:

  • ABC’s Grey’s Anatomy Sync;, Nielsen, Gravity Mobile, Shondaland
  • Conan O’Brien Presents: Team Coco; Team Coco Digital
  • Fringe: Division; Warner Bros. Television, Bad Robot Productions
  • Late Night With Jimmy Fallon; Gavin Purcell, Producer; Sara Schaefer, Producer; Jimmy Fallon, Producer; Robert Angelo, Producer
  • Oscar Digital Experience; Disney ABC Television Group; Academy of Motion Picture Arts and Sciences

Each team presented a narrated video showcasing their entry, and then Rhett & Link asked some hard-hitting questions like, “Does that high-pitched sync technology freak out all of the dogs in the neighborhood?”

When the presentations were over, those of us on the voting panel scored each entry in each of these five categories:

  • Creative Achievement
  • User Experience
  • Visual Design
  • Enhancing the Story
  • Advancing Interactive Media

And yes, there really were people from Ernst & Young in the back of the room with brief cases collecting our ballots when we finished scoring.

Brian Rodda (Brian Rodda Consulting), me, Howard Meltzer (CSA, Casting Director)Once the business portion of the evening was out of the way we were all invited to toast the nominees with a signature “Digitini” cocktail created by sponsor Grey Goose Vodka just for the occasion. I don’t know what was in it, but it was a cool and refreshing respite from the heat of the day. We then made our way through the crowd congratulating the nominees, and exchanging business cards as we went. Sanjay had to run to catch a plane back to San Francisco, but I stayed to enjoy the Cajun food and catch up with my ATAS buddies.

And who ended up winning the Emmy?  The Creative Arts Emmys were held on September 10, 2011, in Hollywood and the Primetime Emmy® for Outstanding Creative Achievement in Interactive Media was awarded to the Oscar Digital Experience.

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