The "'like' me today, gone tomorrow" model
Facebook "likes," Twitter follows, and Tumblr reblogs -- what are they worth, really? They are certainly worth something:
- They are an acknowledgement that you are doing something your customers value.
- They are the first step toward meaningful consumer dialogue.
- They make you look good in front of your client or boss.
OK, so No. 3 is ultimately not meaningful, but let's be honest, none of us are without ego, and while no one is willing to admit it, it feels good to deliver a report with big numbers.
Last year Wendy's launched a pretty creative initiative on Twitter. The campaign was titled "@girlbehindsix" and was deemed a "140 character game show." The mechanic was unique, and the initial response was overwhelmingly successful. The account acquired 33,000 followers in a month and achieved a Klout score of 72.
Giving away money and prizes makes it much easier to achieve the kind of numbers mentioned above, but this was a feat nonetheless. One questionable element in this initiative is the ability to connect this tactic to a larger strategic objective. What exactly does the brand plan to do with these followers? It is understandable that this was an awareness campaign, but on the surface, it seems there were some chips left on the table.
As you can see there are still more than 26,000 followers here and no activity in months. Will "@girlbehindsix" be making a comeback? If so, when? And will the followers still be around? It is admittedly very easy to play Monday morning quarterback, but given the success of this campaign, we feel that holding it to the highest standards is justifiable.
