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The Value of a Facebook "Like"
The Value of a Facebook "Like"
The Value of a Facebook "Like"
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The Value of a Facebook "Like"

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Sally Field's acceptance of the 1984 Oscar for Places in the Heart is a classic among awards ceremony speeches. It included the emotional proclamation, "You like me, right now, you like me!" Had she …

Sally Field's acceptance of the 1984 Oscar for Places in the Heart is a classic among awards ceremony speeches. It included the emotional proclamation, "You like me, right now, you like me!" Had she given that speech today, most of us would immediately assume she was somehow referring to her Facebook Fan page. An entire cottage industry has sprung up around helping small businesses increase their Facebook likes. Here is a simple way of generating likes and page views without spending scarce marketing resources.

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  • 1. D o Y ou L i k e M e ?The Value of a Facebook "Like"Sally Fields acceptance of the 1984 Oscar for Places in the Heart is a classicamong awards ceremony speeches. It included the emotional proclamation, "Youlike me, right now, you like me!" In a nutshell, all-grownup Gidget wasbemoaning that she "didnt feel the love" when she won her previous Oscar in1979. Had Ms. Field given that speech today, at least 750 million of us wouldimmediately assume she was somehow referring to her Facebook Fan page.A Facebook "like" immediately reflects on that person’s page and exposes yourproduct or service to their contacts. Your Facebook fans are essentially providingfree advertising and their personal endorsement. The simple act of clicking abutton also allows fans to post comments on your site unless blocked by yoursecurity settings.Social media experts pay a lot of attention to Facebook likes and thecharacteristics of typical Facebook fans. For example, studies show that while theaverage Facebook user has about 130 friends, "likers" average closer to 300. Theyare 5 times more likely to click on external links. A study by media consultantSyncapse found that Facebook fans spend $71.84 more per year on brands thannon-fans. Additionally, they are 28% more likely to continue using that brand.Therefore, an entire cottage industry has sprung up around helping smallbusinesses increase their Facebook likes. As an internationally recognizedchampion of low-cost marketing alternatives (a slight exaggeration, but I surehate spending money unnecessarily), regular readers know how I feel about that!Therefore, I thought I would share a simple way of generating likes and pageviews without spending scarce marketing resources. Here it is:Using your Facebook business account, "like" popular national or local Fan pages.Then post supportive comments about their product or service. A little light
  • 2. humor will probably attract additional attention. However, avoid posting a blatant , postadvertisement for your Facebook page.Let me give you a specific example of this tactic in action. This morning I posted, . posted"Well be opening our first Diet Cokes long before Dallas thermometers top 100for the 26th straight day today!" on Coke Coke-Colas Fan page.For a brief period (until pushed off-screen by newer comments), any of Cokes until ,32.9 million fans who visited the site saw my innocuous comment, along with theirCFO Americas logo. Curious viewers could then click on the logo to go to urioushttp://www.facebook.com/CFOAmerica exactly where I want them!http://www.facebook.com/CFOAmerica, m!There are currently 27 sites with over 25 million fans each. There are almost 2,900pages with 1 million or more fans. Most will allow you to comment on their posts.Some will allow you to post your own comment. Those Fan pages are marketing ow comment.gold mines! You can find a list of the top Facebook Fan pages athttp://statistics.allfacebook.com/pageshttp://statistics.allfacebook.com/pages.Over the past month, I have posted similar comments on Fan pages of localamusement parks, restaurants, hotels and so on. Since I began this tactic, newlikes have increased 420% and active users (defined as the number of people whohave viewed or interacted with my page) 43%. The following graph shows useractivity over a two-week period. Notice the activity on July 19, a day when I was week onespecially active in my posting efforts.As the 17th century proverb said, "T proof of the pudding is in the eating." "The eating © 2012 by Dale R. Schmeltzle 2
  • 3. About the author: Dale R. Schmeltzle, CPA is a founding partner of CFO America, professionalconsultants dedicated to helping business owners define, implement and monitor the strategic andtactical elements necessary to achieve long-term financial and operational success. CFO Americaprovides fractional or part-time executive management expertise not available on an in-house basis.Dale is a frequent speaker for numerous professional, civic and non-profit groups. He wrote HighlyVisible Marketing, 115 Low-cost Ways to avoid Market Obscurity. He has also taught college levelaccounting and financial courses to non-business audiences. For more information, please visithttp://www.CFOAmerica.biz or follow us on Facebook at http://www.facebook.com/CFOAmerica. Consulting CFOs & Executive Managers 3

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