A letter to those who selflike
Dear Awesomeness Trainee,
You are the silent famous community manager or strategist behind a brand. You post great content that you want users to see, interact with and share like crazy. You are awesome. However, you’re liking your own content and driving me crazy.
If there are multiple community managers for a brand, you could be driving them crazy too: “Wait, did I like this already? I did?!" Because I know you care about our everlasting awesomeness, here’s a quick walk-through of how to stop driving me crazy.
First, would you please go to the page or brand you admin and click the ‘Edit Page’ button in the upper right of your masterpiece. I know, that content you posted this morning is so great, it’s ok to watch that video one more time. But when you’re done, click this button.
You remember this next page, the one with the settings and goodness that helps you and your fellow Awesomness Trainees stay on top of things. Let’s focus closer to home, there’s an option to edit ‘Your Settings,’ let’s check this out.
You are doing so great, taking these 5 minutes is going to save so much frustration and after-dinner fights between us. It’ll be nice to argue over who is stuck doing the dishes instead of why collectively we like ourselves. Just one last thing before I go. There’s a little check box that needs some love.
Un-check this little guy. Once that’s done, you’ll be able to like, comment and engage with all sorts of content on your brands page! Whether you post it, I post it or even if Milton posts it. (Actually, we should probably take admin privileged away from Milton, but let’s talk about that after lunch.)
Look, I know we’ve had our differences, but you’ve always been approachable and understanding and I appreciate your desire to learn more about Awesomeness and provide a better service to both your users and your brand. Thank you for being so understanding.
Oh hey, one more thing. If you do want to engage folks as our brand, click the little ‘Use Facebook as [Brand]’ link under your gorgeous photo (in the upper right). This will let you like, comment and engage people and brands around Facebook as your brand. This is probably what you were looking for anyway.
Hey if you can stay on top of this, that’ll make the rest of your Awesomeness training go really smoothly. I want to see you succeed, you want to succeed, pretty much everyone wins here.
Hey thanks, you’re so great!
Do Facebook Ads drive you to ‘unlike’ a brand?
More and more I’m noticing the perceived benefit of targeting users with Facebook Ads. I ‘like’ Match.com's page on Facebook, mostly so I can tag them in dating-related-posts. ButJazzed, yet another online dating site, have their ads targeted at users who ‘like’ other dating sites’ Facebook pages. Third-party applications require opt-in from users to view their likes, interests, etc. The Facebook Ads product, provided/maintained by Facebook, simply requires the account creating the ads to be associated with a page, brand or group to a target audience. This ad is a bit ridiculous, inappropriate, even.
I will deliberately go ‘unlike’ Match.com’s Facebook page because I believe I’m being targeted by another brand based on my interaction with that brand. So from my jagged perspective of how Facebook Ads work, Match.com’s brand and Jazzed.com’s brands are in fact hurt by Jazzed’s ad.
Let’s focus for a moment on what you can actually do with Facebook Ads. As an individual, I can only create ads that point to stuff I own: pages, groups and applications can be targeted as long as the Facebook Account I’m using is an administrator of these Facebook ‘Properties.’
This gives some hope that Jazzed doesn’t have any power to target Match fans and followers, assuming the administrators of Jazzed’s Facebook properties are not the same folks that administrate Match’s Facebook properties. Ok, so maybe Match got some bad press because of quick and incorrect assumptions.
However, what about the big-name brands that have dozens of brand ambassadors administering several pages? For example, if you do a user search for people with ‘vitrue' or 'buddytest' in their name, you'll find short lists of brand ambassador profiles that (likely) manage the hundreds of clients both companies manage. This isn't meant to discredit either service provider, in fact I have a lot of respect for what Vitrue and Buddy Mediahave and are trying to accomplish through promoting brands’ outreach to their networks. However, what’s to stop one of these major service providers from cross-targeting their client’s networks? Moreover, would it help or hinder brands to have a third party vendor, perceived as an objective administrator, to cross-promote each other’s brands?
Let me step back from corporate conspiracy theories and come back to my original point: does ad content cause you to take negative action around a brand. What are the factors, besides ads, that would drive you to unlike a brand?