A few businesses around the Causeway Coast over the weekend were jumping on the bandwagon and offering customers the chance to win a share in the BIG LOTTO prize of £66m… All you simply had to do was ‘like‘, ‘share’ and maybe ‘comment’ on their post in which showed a National Lottery Ticket.
Were you really guaranteed to win a share of that cash if the numbers did come out?
We spoke to social media consultant Christopher Lewer to find out about these “like baiting” competitions .
Mr Lewer said: “Whilst a competition like this will spread like wildfire you could be simply wasting your time as a follower of that page. Many of us have our Facebook privacy set to friends only or friends of friends. If you share an image in this mode there is no way of the “Facebook page / Business offering” the competition being able to see your entry. A local business at the weekend had over 1200 shares but only 100 of them were viewable as the remaining 1100 had privacy settings on their account.”
He continued by highlighting the role of page “likes”, saying: “As a business owner you are not getting quality likes ( followers ) to your page. It used to be the case that someone had to ‘Like’ a page before they could comment or like a post on it. This has changed meaning that someone liking your post equates to nothing on a long term basis, a post like is a one off interaction with you rather than permission to hear more from you in the future. This means that the act of sharing or liking a post no longer means that a user has to Like your page.”
“More frighteningly a lot of the people who Like your page as part of a contest have no interest in your business, they just like entering contests. These people tend to hide your posts after liking. This sends a signal to Facebook that you are posting low quality content and they will show your posts to less people in the future hence why a lot of businesses complain that they are not being seen in their followers news feed.”
Speaking about “engagement”, Mr Lewer said: “It does create engagement on your business page.
But what does engagement actually mean? You are reaching people but what message are they getting about your brand? Do they want to hear more? Are they potential customers? how are you capturing them as leads? It can be great to see lots of people interacting your page but unless that equates to a solid business goal what is it worth? And lets not forget people are hiding your posts which has a negative impact on your future reach.”
“It does not buy you customer loyalty. When you start social media marketing you need to have a business goal in sight. The only way you can know if you are achieving something from your efforts is to have this in mind. Do you want more leads? more online traffic? more online sales? Do you want to sell more of a particular product or service? Achieving this goal happens over time. Yes it’s great you got someone to share your competition image 1000+ times but what do you know about those people? What value do they bring? Are they just competition junkies? Of course some of the people entering your contest could be potential customers, some of them will Like your page but many will just like and go.”
Christopher Lewer finished off asking the question to local businesses “Is risking the loss of reach of futher posts worth it for the return on investment you will see?”
Facebook said in a post last year “Publishers who are frequently and intentionally creating feed spam will see their distribution decrease over the next few months. We’re making these changes to ensure that feed spam content does not drown out the content that people really want to see on Facebook from the friends and Pages they care about.”