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Assorted, flavored or plain?

9 May

I won’t be surprised if I start seeing cutesy ‘Facebook fan’ packages showing up in digital gurus’ services offering a variety in kinds of fans: assorted, flavored or plain?  I say this with a venom-flavored tone because it doesn’t fail to annoy me when I hear digital experts selling Facebook fans by the dozen.

My discomfort on this Sunday night springs from a conversation with a friend who was recently exposed to such verbal martyrdom in the form of gyaan from a digital guru. The guru pitched his offerings in the form of selling fans at a price: the price of Rs.15/fan to Rs.25/fan. The client conveniently bought into the lovely offering with a sparkle in his eyes. Brand managers love the game of numbers, even when irrelevant and pseudo and Marketers love saving self ass. Hence, deliver.

Here are my two cents (besides the hundred dollar bill I threw at you above!):

1. Fans are not vegetables. Fans are real people. And you really do owe them a lot more than a coupon or two.

2. Don’t measure the success of your Facebook Fan page through the number of fans. In fact, dont’ measure Facebook fan page through the lens of success but look at it through sustenance. Ask the right questions and save yourself from falling in the trap of ‘pay per fan’. Build a good brand, fans will follow. Give engaging content, fans will talk. And whatever you do, think long term.

3. It is not easy and definitely not cheaper than TV. If your excuse for doing this is to let your boss know that you implemented a ‘new media idea’ and saved some money, then pinch yourself bud, you DO NOT want to show off your ability to cheat by paying for 10,000 fans.

4. Who are these fans? Are they the guys you really want? Are the conversations the right kind of conversations? Are you movtivating the people who ‘like’ your page to do something more than just buy your product?

5. Get out of the TRP mindset.

The disgruntled me should stop talking. We want you to do this. If you know anyone who is affected by the ‘Facebook fan page is the greatest thing since slice bread and I must buy fans’ disease, bring them here. Or ask them to talk to Aditya and me. We’d love to help hit the ‘Restart’ button.

Have a fantastic ‘digitally cheat-free’ week ahead!