According to the Beatles, you “Can’t buy me love”. But companies are finding that you can buy “likes”. At least on Facebook.
I received this email from The Grove, a local “lifestyle” center in Los Angeles, offering to enter me into a $50 gift card drawing simply for “liking” them on Facebook. I realized that over the past couple months, I’d been receiving similar emails with increased frequency.
Apparently, buying friends has now become an accepted strategy. And while our parents might scoff at the idea of purchasing relationships, it makes good business sense for a number of reasons.
- As marketers, buying leads is something we have been doing for generations. Long before the Internet and Facebook, we have purchased lists and given away trips as the price for getting people to listen to a timeshare pitch.
- Much of the time, the people you’re asking to “like” you are those with whom you already have a relationship. Take The Grove example; I’m already on their email list. So, since I’m open to receiving messages from The Grove, I’m a good candidate for “liking” them.
- It’s an inexpensive way to augment your social media presence and strengthen your online reputation. One or two $50 gift cards is a small price to pay to add hundreds of new people to your Facebook community.
So regardless of what the Beatles and your parents told you, it might be time to consider offering an incentive to get prospects to like you on Facebook.