It is an on-going process educating clients and non-clients alike on some of what I think are the important nuances of social media. One of these? The ‘Like’ button on Facebook. I maintain my opinion that a ‘Like’ on Facebook has never been tied to a purchase or sale of a product—at least in the sense that it has been studied and proven, or disproven. (If anyone has other information, I’d love to read it.) To me, a ‘Like’ is just a like. It’s not a ‘buy-in,’ an endorsement, and it’s most definitely not what every brand wants with the consumer….. a ‘relationship.’ So consider this:
Consumer creativity contests are all the rage these days, just like ‘Likes’ on Facebook. One that recently caught my eye was Heineken’s global competition to design a new bottle in their “Remix our Future” contest. So, for a brand that has a whopping 13,000,000 ‘Likes’ on Facebook, what do you think their actual participation was? The contest was run on their Facebook page. Read the rest of this entry »