Holy moly, how much time to we devote to strategies that focus on getting people to click on that little blue “Like” button on Facebook? (I’d love to see an infographic on that.) Huge marketing and communications budgets are thrown at it. Agencies (and individuals) performances are judged on it. And case studies are built on it (really.)
But THEN what?
What is life like beyond the “Like” for your customers? Likes don’t equal loyalty. Likes don’t equal sales. Hell, you have to “Like” a brand on Facebook just so you can complain on their wall. Yet clicking the Like button is very often times the end of the experience for most brands. It’s the finish line. Interaction complete.
So I plead with you, dear marketers, think beyond the Like. Think about how online should drive offline action and offline engagement should drive online action. Think about how 93% of word of mouth recommendations still happen offline. Think about WHY you want people to Like you beyond pushing that little blue button. No, I’m not going to talk about the value of a Like, but rather how it’s on you to create an experience that even pushes beyond giving people a reason to come back to your Facebook page.
There is life beyond the Like. And it’s lived out by your customers after they step away from that plastic box and live in the real world. Crack that nut and you’ll be well on your way.