Folks long have loved to discover new and innovative uses for the most benign technologies and improvements. In the late 19th century, “moving pictures” were a nickel-arcade novelty. Nowadays films such as Avatar are made on budgets comparable to military-grade hardware investments. Alexander Graham Bell’s telephone could barely call from 1 room to another; now the average iPhone has more uses and computing power than most of the computers used in World War II combined.
This tendency is repeating itself with the growth of social networking network advertising practices. What began as socialization programs only slightly more complicated than the typical e-mail client has become one of the newest and most promising marketing niches in the entire world. Taking advantage of this implies familiarizing oneself with some surprisingly simple concepts that have unusually far-reaching implications. Specifically, marketers are finding that the “Like” and “Share” features on Facebook have been the hottest and best tool in the online advertising arsenal.
We “Like” It
The “Like” purpose is a fairly easy one – folks click “Like” for things that interest them. On the surface, this seems almost irrelevant, but believing so ignores the way Facebook operates. Taking advantage of this “Like” purpose is actually the secret to getting excellent advertising chances from Facebook.
When a person clicks “Like,” if on Facebook itself or via a website’s Facebook plug-in, Facebook displays the data and uses it in a number of ways. To begin with, a notification is put up on the consumer’s wall affirming the “Like.” This informs other users that are familiar with the wall about the item, news item or event, giving them an opportunity to analyze and potentially “Like” it also.
Consequently, if a user has even 200 friends, which is not so great a number given the rising inter-connectedness of online communities, then that is 200 people who will see what their friend “Liked,” and who is going to have the chance to “Like” it themselves. This is the very foundation of viral content or content with the capacity to move rapidly along through intermediate connections of countless people.
Additionally, Facebook makes recommendations to users based on things they have “Liked.” So if friend A has friend B, and buddy A places a “Like” on business C, friend B will not only get a statement about the “Like,” but may have the business recommended to them because they “Like” friend A. This remains another path of communication and also an indirect advertising and marketing opportunity that needs no more effort than a simple click. Thus it is to any business’ advantage to put a plug-in allowing people to “Like” them on Facebook via the businesses’ site.
“Share” a Little, Gain a Lot
“Sharing” is another procedure which allows users to spread info about themselves as well as the goods, news items or events they like across multiple networks. This level of extra-connectedness, in essence, performs the exact same role as “Like,” but with more information given which people are able to use to evaluate contacts and make connections.
“Like” only receives a basic fact on the market. “Share” will inform users more about each other, allowing for the kind of networking that drives modern business. It also expands the audience beyond the immediate momentary place of Facebook to other sources such as LinkedIn or Twitter. This further creates the capacity for any place to go viral, so allowing it to spread rapidly among related yet distinct audiences.
Two-way Street
The communicative rather than broadcast model will function marketers well in the area of “Liking” and “Sharing.” Yes, it’s great when users “Like” a company – it drives referral visitors to the company and allows for more information to get out there. However, equally good is when a company provides “Likes” to others and for their own material.
In the very first, most mercenary instance it will raise the business’ own traffic automatically. Consider friends A and B from before. If friend A puts up a post that Business C likes for whatever reason, friend B will see the “Like.” This creates another indirect marketing opportunity and referral traffic automatically. So it’s clear to a business’ advantage to become active in the area and to always “Like” things that are intriguing to the business.
Indirectly, it generates goodwill locally. The model of the Internet is a place where individuals exchange ideas and information, so individuals respond well to good comments. If business C “Likes” buddy A’s post, then friend A may “Like” them in return, for reciprocity if nothing else. This can be amplified by providing well-thought-out, enlightening and appropriate comments on several walls during a specified Facebook community.
At its roots, Facebook “Likes” and social media “Shares” create chances to be more involved, and they reward thoughtful and increased participation over automatic, disinterested involvement. Actively browse through communities touching on a brand’s interests and search for the “Likes” and referrals others are following. Provide comment for your brand, as well as for the interests of others, and individuals will respond from courtesy. The brand that behaves like a human will receive human consideration, while the brand which behaves like a robot is going to be blocked out mechanically.
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