Lessons from "likes"
About a year ago, my agency was debating whether to make the shift from BlackBerrys to either iPhones or Androids. To settle the issue, we decided to implement a Facebook effort to acquire first-hand consumer opinions. BGT's latest endeavor -- an Apple vs. Google fan page -- was born. Equipped with eager interns and a pitiful media spend, we launched the ApplevsGoogle Facebook page in January 2010. One year and more than 55,000 "likes" later, we received the feedback we needed, learned a great deal about social behavior, and chose our phone.
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While it's exciting that in a year we received more than 55,000 "likes," what's most remarkable is the high level of engagement of the fans. The page has really taken on a life of its own that is completely independent of our coordination. The brand loyalty for both Apple and Google is so tremendous that it's almost as if the fans are waiting eagerly for us to post so they can "like," comment, and interact. Facebook is an incredible medium for stirring the fires of fan engagement, and it's all about quality over quantity.
In this article, I'll lay out the 10 lessons we've learned for creating a successful social initiative on Facebook. It doesn't matter if you're operating a Fortune 500 site or running your bingo hall's community page; these tips will help you build a better relationship with your fans through more meaningful engagements.