Facebook is a large part of many marketing campaigns which truly is no surprise. People who are on Facebook are engaged and like to interact with friends, family and even brands. However, while as a marketer I understand the marketing tactics involved such as using the Like as a gatekeeper, as a user I truly detest it. A feeling I am not alone in.
I don’t want everything linked to my Facebook account. No, I don’t want to tell my friends. No, I don’t want you sending me status updates and posting on my wall. I use Facebook how I want to use it. Stop trying to force me to use it your way.
A Like is only as valuable as the person behind it. If you make me Like you to enter your contest or view your conference agenda, I can just as easily unlike you and even block you once I’ve gotten the information I want. What value is there in that? When you force a Like, it’s like having your mother tell you you can’t go play with your friends until your chores are done. You didn’t like it as a kid and you certainly don’t like it now.
Now, I’m not saying don’t lock content behind a Like, just give me more value for the transaction and quit forcing it. If I want to connect with you, I will be happy to do it but on my terms.
The same goes for Twitter, Google+ (once brands become more prominent), or one of the other smaller social sites or sites that just don’t exist yet. Anytime you try to force your customer’s to behave how you want them to, you’re potentially losing that customer. Unfortunately for you, you won’t know how valuable they were or weren’t until they’re gone.