Facebook fan page success is an effect of being a great company, not a way to become one
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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