Most Facebook users have Liked at least one, if not many, brands on Facebook. Liking brands is a critical component in the Social Marketing process. Consumers Like your brand, you reward them with value, you open a conversation with them, you take action based on that conversation, and brand loyalty grows!

While some brands are currently providing an engaging experience for Facebook users (and a reason to like them), they are the minority. Most brands drop new page visitors on their Wall where they see a stream of brand and user provided posts. If they take the time to read the posts they might find enough value to click Like, but chances are they will be on their way and the opportunity is lost.

So, if Like acquisition is job one, what strategy can accelerate your Likes? The best way to start is with a custom Tab / Page for your brand. Custom Tabs / Pages need to be engaging, you need to provide users with valuable content, give them activities (polls, virtual gifts, etc.), provide content they want to Share, show them you are listening and give them a chance to be heard. Tabs/ Pages also need to be easily updated and tracked to ensure you are providing the best user experience possible. For a few examples of Custom Pages check out the DV Page Manager gallery here.

Moving forward, think about Likes in two ways:

1. The first step in Customer Acquisition, and;
2. A critical step in customer retention.

When a user clicks Like, you are in a relationship and have a potential customer (Customer Acquisition). If they were already a customer (outside of Facebook) you now have a conversation that can easily expand your relationship (Customer Retention). The Key: give them a reason to like you; give them a unique experience!

Questions? Please comment below, we will be happy to answer them.
Next post: Wondering what you could put on your brand’s custom tab? Check back soon to get ideas for tab content.