Since When Do We Have to 'like' Someone Before We Start A Conversation? - Uwe Hook

When the Web was young and digital marketing in its toddler shoes a common practice was to require customers to fill out a form before they could access a site Cheered on by quotGet all the exciting news from Brand Aquot or quotDon39t miss out on the latest eventsquot many customers signed on Once spammers started to get rich and marketers overcommunicated with their audience these forms quickly disappeared You didn39t have to fill out a form before you watched a commercial grabbed a brochure or visited a store why should that be different when it comes to digitalSome tactics never dieMarketers are rehashing that old formula forcing people to 39like39 the brand before they can see any content Brands and agencies continue to be obsessed with aggregating as many 39Likes39 as possible In the beginning it was done through other marketing channels social games and apps installations Increasingly this has been replaced by using the 39Like39 click as the price of entry to interact with content or get special offersWasn39t social about conversations engagement and longterm benefitsSocial Media was this big party where we can interact in transparent and authentic ways right We didn39t like the screamer that just yelled at us Or the quotLookatmeguyquot right Last time I checked those are as annoying as the people I need to endorse on LinkedIn or praise them publicly before we can start to talk Don39t I deserve a chance to explore what they39re all about before I endorse them to all my friendsDon39t mistake a quotlikequot for an endorsementStudies show that 58 of US Facebook users expect to gain access to exclusive content events or sales after quotlikingquot a company while 58 also expect to receive discounts or promotions More insightful is what Facebook customers don39t want Bombardment with messages 54 access to profile information 45 pushing things into friends39 newsfeeds 31 and companies contacting them through Facebook 29We all have busy lives We can39t quotlikequot every brand we don39t have enough time and bandwidth Does it make sense to quotlikequot everything that39s in my closet office living room garage and shopping mallExactlyThe forced quotlikequot tactic might be a good choice for brand advocates But they are already on your sideWouldn39t you rather start a conversation with people that have no defined feelings toward your brand winning them over Your forced quotlikequot tactic might just result in the oppositeUwe Hook is the CEO and CoFounder of BatesHook Inc wwwbateshookcom and a veteran of the advertising and marketing industry with the goal of building connections between people and brands Uwe can be reached at uwebateshookcomRead all Uwe39s MediaBizBloggers commentaries at SubversionsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

Become a Thought Leader.
Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Since When Do We Have to 'like' Someone Before We Start A Conversation? - Uwe Hook

Author

Publish date

Channel

Archived in

Uwe Hook

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

More Videos:

Become a Thought Leader. Share your thought leadership article with industry professionals & have them archived in Thought Leadership

Since When Do We Have to 'like' Someone Before We Start A Conversation? - Uwe Hook

Enjoying This Commentary? There's More to Love

Uwe Hook

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

The payment was successful

Cookies

Become a Thought Leader.
Share your thought leadership article with industry professionals & have them archived in Thought Leadership