Dangerous developments in Facebook

I really catches the eye a promotion Facebook of Bodegas PradoRey: If you give the “I like it” participate in a tenth of the Christmas lottery held today in Spain.

It is an effective promotion? Naked eye, yes. They have achieved a 90.000 “I like it” for promotion and a 3.700 for the page. And not only that. The cost, a priori, It is low: 20 € it costs a tenth.

But analyzing the impact for the brand, It may take several things:

  1. The number comes out winning. As are many to be shared, will play a few cents per person. I can not even imagine the logistics of distribution of prizes, which necessarily include the creation of a comprehensive database for each prize, with thousands of resignations (by 2 I do not give my data cents).
  2. The number does not leave awarded. It must have been a good attempt, but they have achieved the essentials: Grow the “I like it” Corporate site for.

Why this obsession of brands to get followers so quickly? Experience with Soymimarca and other co-pages shows me that I manage:

  • Best growth is organic, with good content policy that includes only subliminally or limited commercial messages.
  • Grow slowly is growing solidly. Very few “fans” leaving a page of which they have not felt forced into. The campaigns even from friends- of “Give to me like this page” not just running long term, as they fill our “timeline” things that do not really interest us and we ended up leaving.
  • Supernumeroso have an army of fans does not guarantee sales. It is a great confusion. Facebook is a communication channel, but it is not so clear that it is a direct sale. Sometimes it is better to have a small group of people acting as authentic brand specifiers. That is the potential of this network.

Definitely, we will make good the saying “Dress me slowly, I have to hurry”.

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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