Sure if you spend all your energy using a dull spoon to cut up a potato, yes you will eventually end up with a bunch of little pieces of potatoes.  It might not look exactly like you wanted it to, but it got the job done right?

Unfortunately that’s the approach many brands are using with facebook. They all want to jump on the social media train without realizing how to use it. We’re scrambling to get as many ‘likes’ as possible without realizing what that really means.

Doing this not only lowers the value of a ‘like’ in facebook world, it’s inefficient. Like taking a spoon to a raw potato, you’re either using the wrong tool, or trying to achieve the wrong goals. Facebook is not meant for buying fandom.

Yes, many brands have seen a drastic increase in ‘like’s’ through pure incentives, exclusive content, coupons, contests, etc… But let me ask you this, if you have to buy your friends, are they really your friends?

If I can like your page to get $1 coupon from you, and there’s no further engagement after that, then what is your fb brand page but a glorified coupon. That’s what coupons are for idiot. Try creating interesting conversations and involving your core fans. Create evangilisits and super fans from the ones that actually have real love for you. And if you don’t have anyone that actually loves you on their own, maybe you should rethink your product or business strategy. Facebook isn’t going to fix your mediocrity.