FACEBOOK: MORE THAN FREE STUFF
I have to admit, I’m disappointed to read articles like this, extolling the ability of discounts to help brands gain Facebook fans. Marketers, it’s time to wean yourselves and your buyers from the drug that is discounting! Have we learned nothing from Bed, Bath & Beyond? I mean, who buys ANYTHING in that store without bringing their 20% discount coupon with them? That has become their signature attraction – and it tells their consumers that the goods for sale at B, B & B are not worth the full 100% price they are marked at. This holds even truer for Facebook fans.
If your big FB brand page hook is that people can get free or discounted stuff there, I would argue that your fans are likely not loyal fans. They are bargain seekers who hop around from brand to brand, looking for the lowest price. And it’s pretty rare that this culture is one that works out to a brand’s advantage.
Rather than build your social media strategy around discounting your own image to people who may not be true fan material, I highly recommend creating actual content…content that brings together a community of individuals who have something in common they want to celebrate: your brand. Not just your product, your brand. Sure, occasional giveaways and discounts can be incorporated into the mix as a supporting spoke, but they should not be the central hub for all that is your Facebook presence.