Facebook Cracks Down On Like-Gating

by admin 26 Aug 2014 Blog Post

like gating facebook

We’ve all seen it: “Like our Page and you could WIN a two-week trip to Timbuktu for you and your friends!”

Many of us have also been guilty of this in the past. Brands are hungry for fans and like-gating seems like an effective way to bring in the numbers. But, we all know better — and so does Facebook.

By November 5, ‘like-gating’, or artificial incentives, will be banned by the social media giant.

What are Facebook’s new rules of engagement?

“You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your app’s Page.” (Source: Facebook)

facebook bans like-gating

Basically, Facebook is saying that people should connect with your business because they genuinely want to, not because you’re dangling a carrot in front of them.

Why has Facebook done this?

The updated rules are part of Facebook’s ongoing effort to modernize and clean up the platform – along with the drive for quality content. Forced and disingenuous likes just clog up the News Feed with content that people will ignore.

From a brand perspective, like-gating is a complete waste of time and money anyway. Most of these ‘fair-weather’ fans lured under the pretense of free stuff won’t be valuable users. In many instances, a fan will like the page, enter the competition and then quickly unlike the profile shortly after.

Brands should be targeting fans that want to make meaningful connections.

Page likes don’t necessarily drive your business goals. The only way to prove that your social activity is working is to measure based on your true goals, be that increased sales, market share, awareness or something else. There’s no point in having millions of likes or high engagement levels if it isn’t contributing to your business.

If you are still like-gating, it’s time for a social strategy overhaul. Social media isn’t about using underhanded tactics to amass a ‘free’ audience or trying to get anybody who will listen to interact with your content. It’s about setting real business objectives, knowing your audience, using social data to target that audience and using paid services to drive a return on your investment.

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genna altai sprinklr

 About the author:

Genna AlTai, content manager for Sprinklr London and lover of all things fried, originally hails from a pleasant land called New Jersey. When she isn’t Tweeting the day away, Genna likes to dance aggressively and read autobiographies about intriguing rock stars.

Frost & Sullivan Recognizes Sprinklr for Fully Integrated Technology

by Julia Bass 25 Aug 2014 Announcements, Blog Post

The need for brands to integrate and coordinate messaging across paid and owned is crucial.

For brand pages on Facebook with more than 500,000 fans, organic reach is at 2% and heading toward 0%. The number of Facebook pages “liked” by a typical user grew by 50%, while organic reach has dropped by 50% from 12% per fan in October 2013 to 6% in February 2014. While everyone is busy talking about it, not much has been done to bring disparate technology solutions together natively.

Sprinklr has been working to launch a completely integrated paid media module since October of 2013. We are excited to announce that we’ve received the Frost & Sullivan 2014 North American Big Data & Analytics New Product Innovation Leadership Award, for our “comprehensive approach and fully developed solution.”

Sprinklr Social Media Management Frost and Sullivan Award

Frost & Sullivan is a growth partnership firm, with a world-class technological research arm. The award recognizes the value-added features and benefits of a technology product, and the increased ROI potential that it offers to customers.

“The Sprinklr platform is designed to support customers’ entire cycle of growth, from social listening and engagement to a fully collaborative social business environment,” said Frost & Sullivan Industry Analyst Sandy Borthick. “Sprinklr enables customized metrics and performance management of social flows between the enterprise and its customers.”

Frost & Sullivan’s Best Practices Awards recognize companies in a variety of regional and global markets for outstanding achievement in areas that include leadership, technological innovation, customer service and product development. Industry analysts compare market participants and measure performance through in-depth interviews, analysis and extensive secondary research.

“Sprinklr has positioned its product to out-compete point solutions by offering a more complete roster of social media monitoring, engagement, management and integration modules, and by articulating a vision for the social future of business practices and processes,” noted Borthick. “Enterprise customers are likely to favor Sprinklr over the competition because of its comprehensive approach and fully developed solution.”

For more information on the award, view the full report here.

For more information on paid media, download our whitepaper.

What Facebook’s Cross-device Reporting Means For Brands

by Jamie O'Brien 22 Aug 2014 Blog Post

facebook cross-device reporting

Facebook recently launched cross-device reporting, allowing advertisers to see exactly how their audiences are exposed to ads and how users move between different devices before converting.

What Is Cross-device Tracking?

More than 60% of online adults in the US use at least two devices everyday. This makes it difficult to keep track of a user’s path to conversion or accurately attribute conversions to multiple exposures across different devices. Cookies, the desktop tracking system, cannot track across multiple devices.

Cross-device tracking aims to solve this problem and allow advertisers to track a user’s path to conversion — no matter what device they choose to surf the web. (more…)

Why Your Old School Strategy Isn’t Working and It’s Time For Social Selling

by Carly Roye 21 Aug 2014 Blog Post, Whitepapers

a-guide-to-social-selling

The average American spends more than three hours on social media daily. And it’s not just for recreational purposes.

Consumers turn to their mobile devices, laptops, and tablets to discuss basically everything — from their personal needs and desires, to the quality of your products and what it’s like to do business with you.

The undeniable truth is that people live online now — which means the way your organization sells needs to change with the times.

Welcome to the era of social selling(more…)

How Citi Strengthens Consumer Relationships Using Social

by guest 18 Aug 2014 Blog Post, Featured

Linda Descano of Citi

This post was written by Linda Descano, Managing Director and Head of Content and Social at Citi. Linda was recently featured in our Social@Scale Journal. Download your copy here

With more than 100 million clients in 40 countries, Citi’s Global Consumer Banking business is among the largest retail banks in the world. Transaction touchpoints are seemingly endless: mobile devices, ATMs, online and more than 4,600 branches. Couple that with a financial industry dogged with reputational challenges and an increasingly competitive environment among banks, and there was a serious need for us to reinvent how we connected with our customers. At Citi, we turned to social media as one of our solutions to create experiences that would help us engage with consumers, deepen our relationships and build trust. (more…)