It's getting crazier by the day. I'm referring to the well-known 'Like, Share & Win' campaigns on Facebook. Always good for a fair number of new Facebook likes on your fan page and an equal portion of irritation from the people who see their news feed increasingly filled with these kinds of campaigns. How effective are 'Like, Share & Win' campaigns actually? And more importantly; how do we get rid of them?
As a Facebook marketing professional, you can get quite sad about it every now and then. You do your best to achieve the highest possible engagement score with relevant content and actions and to maximize the reach of your page. Of course, target group-oriented, with social context and in compliance with the applicable Facebook promotion conditions.
Ads are tested and optimized, posts are promoted, apps are created and campaign terms are written. Even a list to data simple contest or photo competition on Facebook has quite a few (necessary!) snags. And then the following message comes sailing through your news feed:
C1000 Like Share Win
C1000 Like, Share & Win campaign
Of course it is great for C1000 Deals (an initiative of C1000 branch Huirne Landgraaf) that the €50,- in prize money yields so many shares and likes. But it is also quite a shame for all companies and organizations that do try to do it according to the rules and also invest a lot of time and money in it. In short, no 'earned media' but 'robbed media'. And the irritations are increasing!