The Ubiquitous LIKES
For years you would hear it and see it:
LIKE US ON FACEBOOK!!!!!
Looking at those numbers, particularly if they grew big and fast, could make you feel very good about yourself, and certainly gave you the kind of strokes you wanted if you were a marketer working for a company of any size.
Then the whole conversation shifted to, “What are all of those ‘likes’ getting us?“, which led to a number of uncomfortable pauses in the report. While getting the right kinds of measurements in place years ago was much more difficult, nowadays there isn’t the thrashing about there used to be around them. You still need to have a clear goal around what you’re trying to achieve online…of course, the end is to generate sales, but following the trail, building the relationships, etc. with your customers hasn’t changed. The platforms and practices have to a large degree, when executing a digital marketing strategy (as opposed to what your company might have done 50 years ago…..), but people are still people.
So what SHOULD you be investing in?
In a recent article in the American Marketing Association Journal of Marketing Research
entitled “Does “Liking” Lead to Loving? The Impact of Joining a Brand’s Social Network on Marketing Outcomes
” (you may find the abstract here
) I discovered a number of valuable insights to consider as a small business builds out their social / digital marketing strategy. The question that kicked the article off is this:
Does “liking” a brand on Facebook cause a person to view it more favorably? Or is “liking” simply a symptom of being fond of a brand?