{"id":27540,"date":"2011-10-29T06:17:55","date_gmt":"2011-10-29T05:17:55","guid":{"rendered":"http:\/\/alienbabeltech.com\/main\/?p=27540"},"modified":"2011-10-29T06:45:52","modified_gmt":"2011-10-29T05:45:52","slug":"facebook-%e2%80%a6-the-next-best-thing-to-buy-like","status":"publish","type":"post","link":"http:\/\/alienbabeltech.com\/main\/facebook-%e2%80%a6-the-next-best-thing-to-buy-like\/","title":{"rendered":"Facebook \u2026 The Next Best Thing to Buy, Like"},"content":{"rendered":"<p style=\"text-align: left;\"><script type=\"text\/javascript\">\/\/ <![CDATA[\n        google_ad_client = \"pub-7021221536180758\"; \/* 468x60, created 11\/11\/09 *\/ google_ad_slot = \"1949837292\"; google_ad_width = 468; google_ad_height = 60;\n\/\/ ]]><\/script><script type=\"text\/javascript\" src=\"http:\/\/pagead2.googlesyndication.com\/pagead\/show_ads.js\"><\/script><\/p>\n<blockquote>\n<h6><span style=\"color: #00ccff;\">The following is by G. A . &#8220;Andy&#8221; Marken, President of <a href=\"http:\/\/www.markencom.com\/index.htm\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.markencom.com\/index.htm', 'Marken Communications']);\" ><span style=\"color: #00ccff;\">Marken Communications<\/span><\/a><span style=\"color: #00ccff;\"> Inc. He has kindly given us permission to republish his thought-provoking article. As with everything that we publish at AlienBabelTech, the opinions expressed are solely those of the individual writer and do not necessarily reflect the views and the <strong>opinions of the rest of the ABT staff.<\/strong><\/span><\/span><strong><span style=\"color: #00ccff;\"><span style=\"color: #00ccff;\"> \u2013Mark Poppin,<\/span> <span style=\"color: #00ccff;\">ABT Senior Editor<\/span><\/span><\/strong><\/h6>\n<\/blockquote>\n<h1 align=\"center\">Who Likes You, Baby !<\/h1>\n<p><a href=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-19.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-27541\" title=\"Untitled-1\" src=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-19.jpg?resize=296%2C295\" alt=\"\" srcset=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-19.jpg?resize=296%2C295 296w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-19-150x150.jpg 150w\" sizes=\"auto, (max-width: 296px) 100vw, 296px\" data-recalc-dims=\"1\" \/><\/a><strong>Like Me \u2013 <\/strong>If you\u2019re an individual with a Facebook page, you like people to like you.\u00a0 If you\u2019re a company or brand, you want people to really like you.\u00a0 But getting folks to hit the Like button is the beginning of a relationship you need to carefully nurture.<\/p>\n<p>People devote more time to social media than to online games, email, search \u2026 combined!<\/p>\n<p>The most popular location is Facebook, which is designed to help people connect in a disconnected world.<\/p>\n<p>American internet users spend more time on Facebook than any other location.\u00a0 According to Nielsen, the largest site \u2013 over 800M people around the globe \u2013 has U.S. Internet users spending more than 53.5 billion minutes a month.<\/p>\n<p>Globally, you can double that volume of online activity.<\/p>\n<p>More than half of the users (65 percent) are adults. And half of the Facebook population returns to the site every day.<\/p>\n<p><a href=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-28.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-27542\" title=\"Untitled-2\" src=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-28.jpg?resize=483%2C358\" alt=\"\" srcset=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-28.jpg?resize=483%2C358 483w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-28-300x222.jpg 300w\" sizes=\"auto, (max-width: 483px) 100vw, 483px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<blockquote><p><strong>The Real Virtual World \u2013 <\/strong>People around the globe have found social media sites are excellent ways to develop relationships, share information\/ideas, associate with people who share your interests and you well\u2026Like.\u00a0 For more than 800 million people, Facebook has been their destination of choice and companies\/brands follow people.\u00a0 <strong>Source \u2013 Citi Investment<\/strong><\/p><\/blockquote>\n<p>At this year\u2019s F8 (Facebook developers conference), Mark Zuckenberg introduced a whole new set of \u201cfeatures\u201d that are designed to attract even more users and keep them on Facebook longer.<\/p>\n<p>Zuck\u2019s goal is to become the destination that defines a person\u2019s online life.\u00a0 To do that he\u2019s attracting media products \u2013 music, movies, information, games \u2013 to attract even more people (as a country Facebook\u2019s population is behind only China and India).<\/p>\n<p>The site\u2019s goal is simply to be the source people go first for news, entertainment.\u00a0 It\u2019s no wonder it is also increasingly attracting companies that want to, need to, reach these users (consumers).<\/p>\n<p>Companies and brands are like people.\u00a0 They like to be liked too!<\/p>\n<p>While Facebook looks like a marketer\u2019s dream come true \u2013 it not only has the numbers, it also has a huge volume of data about each \u201ccitizen\u201d that they willingly share with partners at a cost.<\/p>\n<p>Like?<\/p>\n<p>More than a third of the Facebookers use mobile apps to keep track of their pages and people in their communities.\u00a0 While 97 percent consume their social media on their PC, 37 percent use their phone.<\/p>\n<p>Although it is low right now, an increasing number of people are using their other mobile devices (tablets).<\/p>\n<p>Women make up most of the visitors to Facebook and the most active Facebookers are in the 18-34 category. Women account for 62 percent of the page views while men are more likely to visit LinkedIn and Wikia.<\/p>\n<p>Women watch more online videos but men spend more time (247M minutes per month) watching video online than women (226M minutes per month).<\/p>\n<p>But it isn\u2019t all just watching videos or visiting business pages for the Facebookers.\u00a0 They\u2019re busy, very busy.<\/p>\n<p><a href=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-37.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-27543\" title=\"Untitled-3\" src=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-37.jpg?resize=439%2C265\" alt=\"\" srcset=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-37.jpg?resize=439%2C265 439w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-37-300x181.jpg 300w\" sizes=\"auto, (max-width: 439px) 100vw, 439px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<blockquote><p><strong>\u00a0Life Online &#8212; <\/strong>Folks spend time online not just to find out something but to exchange information\/ideas, watch videos, learn.\u00a0\u00a0 The growing number of people on Facebook \u2013 mostly women \u2013 do more, lots more online and companies\/brands have to tread softly\/slowly and learn how to be a part of their lives.\u00a0 <strong>Source &#8211; ExactTarget<\/strong><\/p><\/blockquote>\n<p>On average, they have:<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 130 friends<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Spend an hour a day on Facebook<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Like nine pieces of content a month<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Leave 25 comments a month<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Become fans of four pages a month<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Join 13 groups a month<\/p>\n<p>It\u2019s logical that a company, brand wants to be an important part of the Facebook community, which means getting them to interact with brands.<\/p>\n<p>Constant Contact recently found that:<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 77 percent read brand posts, news feeds, special offers<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 17 percent share that information with others<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 13 percent post about the brands<\/p>\n<p>But getting a reasonable percentage of the 800M Facebookers takes work, careful work.<\/p>\n<p>Your ROI<\/p>\n<p>No one has yet precisely determined if there is a return on investment for the time, effort, expense of building your brand online, but no one is willing to take the chance of being left behind\u2026just in case.<\/p>\n<p>It all starts with being liked, getting people involved.<\/p>\n<p><a href=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-46.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-27544\" title=\"Untitled-4\" src=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-46.jpg?resize=356%2C407\" alt=\"\" srcset=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-46.jpg?resize=356%2C407 356w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-46-262x300.jpg 262w\" sizes=\"auto, (max-width: 356px) 100vw, 356px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<blockquote><p><strong>Counting Your Likes \u2013 <\/strong>Unless you\u2019re a movie\/music star or political leader, having millions of people who Like you probably isn\u2019t in the cards.\u00a0 Depending on your sex or age group, Liking a company or product means different things.\u00a0 Sometimes people expect something more, other times it simply means \u201cI like this product.\u201d\u00a0 Usually, the individual expects something in return.\u00a0 <strong>Source \u2013 OpinionWay Research<\/strong><\/p><\/blockquote>\n<p>While 93 percent of Facebookers like \u201cLike\u201d buttons at least monthly; the action\/commitment means different things to different people.\u00a0 With some, it\u2019s merely a way of social bookmarking so they can quickly find the location again.<\/p>\n<p>A recent study by ExactTarget concludes that:<\/p>\n<ul>\n<li>45 percent of Facebook users say they \u201cLike\u201d a company at least monthly, while 35 percent say they never \u201cLike\u201d a company.<\/li>\n<li>44 percent \u201cLike\u201d something posted by a company on Facebook at least once a month.<\/li>\n<li>\u201cLike\u201d is not the same thing as permission \u2013 15 percent say \u201cLiking\u201d a company\u2019s Facebook page should \u201cAlways\u201d be interpreted as permission to post marketing messages that appear in a user\u2019s news feed, while 39 percent say their \u201cLike\u201d should \u201cNever\u201d be interpreted as permission.<\/li>\n<li>People who \u201cLike\u201d a lot of brands (11 or more) are more likely to be motivated by rewards in the form of coupons or exclusive deals in exchange for their \u201cLike.\u201d<\/li>\n<li>Younger consumers (age 18-26) tend to use \u201cLike\u201d for self-expression and public endorsement of a brand.<\/li>\n<li>Consumers 27 and older are more likely to expect something of value in exchange for their \u201cLike.\u201d<\/li>\n<li>Among people that have \u201cLiked\u201d at least one brand, 31 percent have avoided \u201cLiking\u201d more brands because they do not want to push things into their friends\u2019 newsfeeds.<\/li>\n<li>The average U.S. Facebook user \u201cLikes\u201d an average of 14 companies\/brands.<\/li>\n<\/ul>\n<p>What Likers Expect<\/p>\n<p>The company\u2019s, brand\u2019s goal is pretty simple.\u00a0 Get more people to \u201cLike\u201d them, become their brand advocates, become their social fans.<\/p>\n<p>Unfortunately, only 42 percent of the Facebookers \u201cLike\u201d that way.<\/p>\n<p>Many who \u201cLike\u201d the brand do it because:<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 58 percent to receive discounts, promotions<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 47 percent to see updates on company, person, organization in their newsfeed<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 49 percent want to keep abreast of the organization, people, activities<\/p>\n<p style=\"padding-left: 30px;\">&#8211;\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 18-26 year olds simply use \u201cLike\u201d as a way of expressing\u2026a like<\/p>\n<p>Liking a brand isn\u2019t a blank check to use the Facebooker\u2019s name; and in the majority of instances, taking the position that he\/she really likes your company, your product can be embarrassing to say the least.<\/p>\n<p><a href=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-55.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-27545\" title=\"Untitled-5\" src=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-55.jpg?resize=203%2C195\" alt=\"\" data-recalc-dims=\"1\" \/><\/a>Marketers, communications folks often equate the Like as permission to post messages on the Facebooker\u2019s news feed.\u00a0 Facebookers for the most part also feel that information about friends should not be used by marketers\u2026at all!<\/p>\n<p>For the majority of Facebookers who Like a company\/brand, they feel that is as far as the relationship should go.<\/p>\n<p>Yeah But\u2026<\/p>\n<p>They aren\u2019t interested in having their \u201cLike\u201d taken too seriously and they don\u2019t expect to suddenly begin receiving highly-targeted, hard-sell marketing\/communications messages.<\/p>\n<p>Most Facebookers refuse to \u201cendorse\u201d any company or brand.\u00a0 For the rest of the Facebook community \u201cLike\u201d means like Like.<\/p>\n<p><a href=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-65.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-27546\" title=\"Untitled-6\" src=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-65.jpg?resize=495%2C322\" alt=\"\" srcset=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-65.jpg?resize=495%2C322 495w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-65-300x195.jpg 300w\" sizes=\"auto, (max-width: 495px) 100vw, 495px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<blockquote><p><strong>\u00a0I Don\u2019t Like You \u2013 <\/strong>All too often, marketing\/communications people feel that just because an individual \u201cLikes\u201d them, they are expect to receive a constant stream of news, information, hard-sell about the company and its product(s).\u00a0 It\u2019s an easy way to lose friends.\u00a0 <strong>Source \u2013 OpinionWay Research<\/strong><\/p><\/blockquote>\n<p>While users want to read the content, share the information with friends and post brand content, it is also easy to get a negative reaction from Facebookers.\u00a0 They can unsubscribe, disengage, \u201cUnlike\u201d the company or brand.<\/p>\n<p>The easiest way to get Facebooker\u2019s to leave is to continually post information that isn\u2019t interesting.<\/p>\n<p>Those who moved on found the posts\/contacts too frequent, disagreed with the company\u2019s\/brand\u2019s positioning, statements&#8211;or worst of all, had a bad experience with the brand.<\/p>\n<p>Companies, brand managers and communications people walk a fine line as they begin to engage more and more with customers and users on a one-to-one basis.\u00a0 But with more than 800M (and counting) Facebookers out there brands simply have to work harder, do more to be Liked \u2026 and stay Liked.<\/p>\n<p><a href=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-75.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-27547\" title=\"Untitled-7\" src=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-75.jpg?resize=300%2C211\" alt=\"\" srcset=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-75.jpg?resize=300%2C211 300w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2011\/10\/Untitled-75.jpg 354w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" data-recalc-dims=\"1\" \/><\/a>The future of your brand isn\u2019t about Facebook, it\u2019s about being honestly social.\u00a0\u00a0 Social isn\u2019t a one-way street like your traditional advertising\/publicity.\u00a0 Instead, it means being active in the communities that are in your brand\u2019s space.<\/p>\n<p>The gold miners of yesteryear didn\u2019t chase all over the West (or other points of the globe) swishing, digging here, there, everywhere.\u00a0 They found a good location that looked meaningful, promising and set about working.<\/p>\n<p>Chasing, counting fans, friends, Likes, followers, unlikes is fool\u2019s gold!<\/p>\n<p style=\"text-align: center;\"># # #<\/p>\n<p><strong>by: G.A. &#8220;Andy&#8221; Marken<\/strong><\/p>\n<p><strong> President<\/strong><\/p>\n<p><strong> Marken Communications Inc.<\/strong><\/p>\n<p><strong> <a href=\"mailto:Andy@markencom.com\">Andy@markencom.com<\/a><\/strong><\/p>\n<blockquote><p>Please join us in our <a href=\"http:\/\/alienbabeltech.com\/abt\/index.php\" target=\"_blank\">Forums<\/a><\/p>\n<p>Become a Fan on <a href=\"http:\/\/www.facebook.com\/pages\/AlienBabelTech\/123268467142\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.facebook.com\/pages\/AlienBabelTech\/123268467142', 'Facebook']);\" target=\"_blank\">Facebook<\/a><\/p>\n<p>Follow us on <a href=\"http:\/\/twitter.com\/alienbabeltech\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/twitter.com\/alienbabeltech', 'Twitter']);\" target=\"_blank\">Twitter<\/a><\/p>\n<p>For the latest updates from ABT, please <a href=\"http:\/\/alienbabeltech.com\/main\/?feed=rss2\" target=\"_blank\">join our RSS News Feed<\/a><\/p>\n<p>Join our Distributed Computing teams<\/p>\n<ul>\n<li>Folding@Home &#8211; 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A . &#8220;Andy&#8221; Marken, President of Marken Communications Inc. He has kindly given us permission to republish his thought-provoking article. As with everything that we publish at AlienBabelTech, the&#46;&#46;&#46;<\/p>\n","protected":false},"author":396,"featured_media":27547,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2533,7],"tags":[4923,4319,4922,3952,3943],"class_list":["post-27540","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-abt-news","category-technology","tag-brand-interaction","tag-brand-loyalty","tag-facebook-likes","tag-social-marketing","tag-social-media"],"_links":{"self":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts\/27540","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/users\/396"}],"replies":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/comments?post=27540"}],"version-history":[{"count":0,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/posts\/27540\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/media\/27547"}],"wp:attachment":[{"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/media?parent=27540"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/categories?post=27540"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/alienbabeltech.com\/main\/wp-json\/wp\/v2\/tags?post=27540"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}