Why a “Like” Doesn’t Matter Except When It Does


Too many brands troll for likes.

And that’s because the people who manage the Facebook pages – be they internal or external – are often measured by the number of “likes” the content generates.

And that’s why brands often post compelling content like this (actual posts – names withheld to protect the guilty):

  • Remember having an ENTIRE class full of valentines? Wasn’t that the best?
  • Thank Mother Nature for all her hard work by not doing any work this snow day.
  • Who do you want to win the Big Game?

Unfortunately, “likes” are a meaningless statistic.  Ask yourself what a brand accomplishes from a fan hitting like on one of these posts?  That they like football?  That they remember sharing valentines as a second grader?  What good is that?

Then there are brands doing it right.  Take Gatorade.  It’s Facebook page tells a story: Win from Within.  All the content is about pushing the limits and stretching yourself to do more.  All the content thematically ladders up to this narrative:

  • MIND or BODY: Which do you think is more important when you’re pushing yourself to the limit?
  • Every day is another chance to take it to the next level. Never let one go to waste.
  • How do you prep to take every win?

No bulletin board material here.  The content is all part of a larger, interwoven narrative.  When a fan hits the like button they are participating in the story, they are jumping into the narrative and embracing the overall message that is the essence of the Gatorade brand.  That’s when a “like” means more.

Are you trolling for likes?  Or are you telling compelling stories?


File Under: Facebook Weird

Is Facebook Dead as a Marketing Channel?

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