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Our commentary: Great post on Convince & Convert, as unintentional as it may be, we are being misled if we believe everything we read, Jay states "it"€™s in the best interests of Facebook, the media, application developers, and sometimes even brands themselves to concoct pseudo-science that "€œproves"€ that people that "€œlike"€ your company are instantly turned into a zombie army of influential advocates. But it"€™s simply not true" - another study from global ad agency DDB found that 92% of Facebook fans would likely recommend the liked product to a friend. Jay goes on "what I can"€™t abide, and what I want to put a stop to right now, is the notion that Facebook fan pages are a cause of advocacy. Instead, Facebook fan page "€œlikes"€ are primarily the manifestation of advocacy that already exists". Essentially we "like" companies and brands with whom we've already transacted.
Marketing implications: As Jay states "Clicking 'LIke' is not a blood oath". This is someone who already knows you and is likely on one of your databases, "€œliking"€ a brand on Facebook is "digital bumper sticking". It"€™s an expression of "personality, preference, and predilection". That doesn"€™t mean it"€™s not important, it just means that Facebook fan pages "€“ like email "€“ should be viewed much more as a customer loyalty and retention tactic, than as a customer acquisition tactic. Hear hear, Jay.
Click on and read it the full post: Ra Ra Wrong. How Facebook"€™s Cheerleaders Are Blowing Smoke
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
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