Is there value in having someone “Like” your company?
What’s the value of being “Liked” on Facebook? Those who Like you aren’t giving you permission to market to them, nor even really to contact them at all. So where’s the value?
Well, as just mentioned, if you’re using the new social ad format, Likes show up as tacit endorsements to anyone who sees your ads and is friends with someone who Liked you. It’s still new, but this ought to be powerful stuff.
If you are exclusively using the market ad format or not paying for Facebook advertising at all, having someone Like you doesn’t have any immediate benefits. In that case the chief benefit comes about when and if you pay for social ads in the future.
Likes are “good until canceled” so accumulating them now may carry instant-on benefits later.
Outside of the social ad format, if you have a novel and highly innovative product or service, getting lots of people to Like you could trigger a word-of-mouth type ripple effect (or “buzz”) that amounts to free publicity.
If the person liking you is influential in their social circle it could cause their friends to like, and hence do business with, you as well.
The bottom line is, if you have a presence on Facebook, it should help you achieve some practical business goal. That means you should have a cohesive plan for why you are there, what you hope to accomplish and how you plan to go about it.
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