Social Media Entitlement Might Bite You

I logged into my personal Facebook account today (you know, the one where all of my weird high school friends and husband’s family lurk) and many of them had gone hog wild Liking every type of conceivable page: brands, products, services, events, and more. You name it and some were Liking 12-18 pages at a time.

So, I asked a few of them what was going on. Why the flurry of Likes and why were they spamming me begging me to Like the pages, too?  The answer: because they will get something for free. The following conversation ensued and was informative.

Social Media entitlement

You like us! You really, really do! (but for how long?)

Me: “How often do you expect a discount or a freebie when you Like a page?”

Jessica: “All the time. I should get something for being in the community just about every day. Honestly, that’s why I Liked them, right?”

Me: “But, what if they also gave you great news, articles, lifestyle tips and only the occasional coupon or discount?”

Jessica: “I don’t think I’d care. They promised me stuff, didn’t say anything about that. And if I don’t get something, I’ll Unlike them right away. In fact, if it’s a one-time special, after the special is over I’ll Unlike them probably so my stream doesn’t clutter up.”

Jessica wasn’t the only person I’ve talked to who says that they are solely prompted by something for nothing and will drop that page like a hot potato once the gravy-train ends.

What’s the moral of the story?

  • Luring people into Liking your page with a steady stream of contests, give-aways and freebies only feeds the need for more and bigger give-aways.
  • A community built on this type of strategy is not a community at all. Social media is about creating relationships and dialog. It’s become perverted by johnny-come-latelys who are pressured to increase numbers, not seek engagement.
  • Your metrics will be skewed because people will Unlike you at the blink of an eye as soon as their entitlement ends, yet you sure looked great while you were giving away stuff!
Look, it’s fine to run a contest, incite excitement, and we, too, manage communities where we use contests, discounts and coupons to reward members. However, these specials are only occasional and we ensure that we are engaging with them in many other ways: questions, articles, news, etc. How can you solve a problem for them today or improve their life?

So, what do they really receive for being a member of your community? If it’s only about getting something for free, then you are not creating evangelists for your brand. And you’ll be the hot potato they drop next.

In summary, focus on quality. Focus on targeted folks who really want to hear about what you do and how you do it. Focus on making their lives better. Then, surprise them once in a while with a really great reward.

 

Interested in growing communities who are suited to you and want to hear what you have to say? Contact Professional Mojo Marketing for more.

 

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