Guest post by Andrew Blakeley. Follow him on Twitter (for exclusive deals and offers!)
I recently undertook a simple Facebook experiment, inspired by a brief Monday morning rant from my boss: “This morning my yoghurt told me to find it on Facebook. It didn’t tell me why, it just told me to find it. Why on Earth would I want to find a yoghurt on Facebook? It’s a yoghurt!”
He was right, of course. As social networks slowly become the default online presence for brands to drive their consumers to, adverts, marketing and packaging has started telling us where to go. However, it hasn’t yet started telling us why to go there.
For my experiment – “Find Us On Facebook” – I vowed to Like every brand that asked me to for one week. I would then blog and analyse the various offerings of each brand, in particular how they were attempting to drive people from the offline world to the online, social, world. Here are the results:
As a marketer, I found the results very disappointing. For an industry the focuses endlessly on providing consumers with “benefits” and “reasons to believe” here was a lot of marketing asking people to take an action, without telling them what they stood to gain from it. In 2011 it’s more or less a given that your brand can be found on Facebook, and consumers know that. What they don’t know is why they should bother.