Stop collecting ‘Likes’

Facebook circa 2011: we post, comment, share and like things all day, every day. Everybody does it. It’s an inextricable part of our life. However, Dutch brands are only just waking up to the opportunities Facebook offers.

Most Dutch brands are still taking their first steps on Facebook. And as such, the presence on Facebook activity can be compared to the new kid at school. They don’t know anyone, they don’t have much to say for themselves, and they’re desperate for everyone to like them.

Now, there’s nothing wrong with that – that’s just the way things go. But guess what? Amongst the new boys, there are still a few who don’t quite get it. (I’ll go back to calling them ‘brands’ now – the metaphor has been extended far enough!)

Brands who are new to Facebook often get things the wrong way round. They want to be liked first before they share what they have to offer. For example, how many fan pages have you seen with big arrows pointing to the ‘Like’ button? Its as if these newcomers think that they have to explain to experienced Facebook how to use the ‘Like’ button…

This is usually an objective for marketeers who have not yet learned how to measure the success of this ‘new’ medium. Either that, or they want to build up a critical mass first and put off creating a bond with their ‘fans’ until later.

On Facebook, you have to be sociable from the start and build towards long-term relationships. Marketeers and creative professionals would do well to think of the new boy in class metaphor when planning Facebook activities. It’s not the quantity, but the quality of contact and interaction that matters.

So I issue an appeal to creatives: if ‘collecting likes’ is the objective of your next briefing, then stop and think.

And marketeers: focus on quality rather than quantity, and ensure you have something relevant to say. This way, you’re sure to become the most popular kid in class.