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Has your brand ever limited access to content by forcing users to become a fan on Facebook?
If yes, did the benefit outweigh any backlash and/or immediate abandonment as a fan once they had access to the content?
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6 Answers
I have limited access on my fan page, specifically for promotions to appear only to those who "Like" my page. That custom tab is set to be the first landing page a person will see when they come to the page, if they do NOT already "Like" it. In fact, if you go to my page now, you will see what I mean :)
http://www.facebook.com/adayinteractive/
I have not chosen to use Facebook. I have focused most of my marketing to direct contact through the phone backed up by our exclusive Business Development Center.
I have not done much with social media. I am focusing most of my effort on personal contact either by cold calling and netwroking. I have a web site and I direct inquisitive prospect to it. Also I use our exclusive Business Development Center to make the cold calls into warm calls. I feel I have more direct control of my sales funnel by this processes.
As an Internet user (web, e-mail), I have chosen not to get heavily involved with social networks such as Facebook, as frankly I do not wish to spend (waste) the in-ordinate amount of time I observe others do, when interacting with the social networks.
So as a prospect, I would be lost to any organisation that used the social networks as its prime mechanism for sales and marketing.
Yes , I am an IT wrinkly, whose kids get frustrated by their parents lack of use of Facebook!
It truly comes down to the strategy. Sometimes limiting the content seen on your Facebook page can be a great strategy for contests, donations, downloads and more. I think it is wonderful when used as a companion piece to a marketing tactic.
With that said, if you have no strategy - I say keep it open. If people like your content, they will continue to engage. If you bait and switch them, they will "unlike" faster than you can blink an eye.
I have a problem with the word "forcing". It's better to attract, encourage or excite customers to become fans on your brand's Facebook page. This can Only be achieved by providing content that people really want or need. You can force a customer or prospect to become a fan to obtain access to some content, but that doesn't mean that they will actually follow up on your Facebook announcements or even care to read them. This means that you need to have a separate strategy on how to promote your Facebook content to 'attract' customers to become fans than your content marketing strategy for info on your website. These are two different channels and each one of them has to be appealing on it's own to get customers more engaged...and that's just my two cents.
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