“Brand loyalty, a consumer’s commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service or other positive behaviors such as word of mouth advocacy.” http://en.wikipedia.org/wiki/Brand_loyalty
How does this traditional definition of brand loyalty equate on Facebook?
Visits to the ‘Brand’ profile?
Number of times you’ve hit ‘Like’?
Number of comments you’ve left?
Number of times you’ve ‘Shared’ a ‘Brand’s’ wall post?
In essence these actions may very well define your loyalty to a particular brand, although can we directly reward users for this?
Not really…
Point 2.1 of the latest ‘Promotions Guidelines‘ (as of 20.12.10) for Facebook state that;
“You will not condition entry to the promotion upon taking any other action on Facebook, for example, liking a status update or photo, commenting on a Wall, or uploading a photo.”
There are however alternative and some innovative means to rewarding brand loyalty whilst still adhering to the Facebook ‘promotional’ rules… here are 5 of them…
1) Like our Page
Facebook does state that;
“You may require that an entrant like a Page, check in to a Place, or connect to your Platform integration before providing their full entry information for a promotion.”
Which means that promotions and indeed content of a Brand profile could be restricted/denied until a user has ‘liked’ your profile, a sort of members only deal. Here’s a few examples of Profiles that have opted for this method:
Red Bull
Creative and nicely designed but doesn’t incentivise or promote the benefits of ‘Liking’ the page.
BMW
Gives a summary of the benefits of ‘Liking’ their page.
It has to be Heinz
Meteor
Nice welcome copy (despite the spelling mistake)
