Disney Voted One of the Top Facebook Posts of the Past Week

An insightful blog post by Nick Cicero of Social Fresh prompted us at Schrenk PR to discuss  one of the most engaging Facebook posts from last week. 

Facebook released its third quarter results last week, with news that they had reached 1 Billion users.  The research also showed nearly 58% of Facebook users are women and 18% post daily status updates. This means that there are more than 500 Million women active on Facebook every day.

“The consumer isn’t a moron. She is your wife.” ― David Ogilvy

 

So, how do you break through the clutter of Facebook?  As David Ogilvy said, (and he was talking about advertising – way before social media was even heard of), it takes more to persuade someone to buy something than a quick promotion, contest or  paid ads.  It’s the combination of creativity, information, and audience desire that make great content work or poor content look outdated and boring.  This holds true today with social media, and it’s still all about developing relationships.

Disney did it well this past week when they posted a photo of Thumper along with the modified maxim “If you can’t say something nice, don’t say nothing at all.”  There wasn’t a cute caption, nor a mention of what movie it came from, yet they racked up more than a quarter of a million likes and 80,000 shares in three days.

Disney knows the power of emotion and nostalgia in storytelling; it is what drives the stories they create for millions each year. Simply, they’re introducing a cherished character with a universally good message.  The visual emphasis is not about driving sales, rather they want their fans to align themselves with quality attributes that their favorite character (Disney brand) also shares.

It’s not difficult to see why it was voted one of the top posts of last week.  So, what can you do for your fans on Facebook to create this exclusivity within a status update?  Get creative and  break down those barriers.  Open up to your customers and share real value on your Facebook page.

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Be Socially Savvy about Facebook “Likes” - Study Reveals What They Really Mean

Today, marketers are scrambling to increase “likes” on Facebook, but a recent survey, by Lab 42 shows us what “like” really means.  Only 42% of Facebook users agree that marketers should interpret “like” to mean that they are a fan or advocate of the company.   The other 58% are either indecisive (33%) or disagree with the statement (25%).

A strong “take-away” from the survey is that 46% of the Facebook users wouldn’t buy a brand they “liked,” either because it was too expensive or it didn’t offer a discount or coupon.  Today’s savvy consumers are telling us that “like” is just the beginning of an online relationship.  Just because they click “like”, doesn’t necessarily mean they like the brand.  It might be because they’re helping a friend, they want a coupon or more information on the brand. Don’t over-sell, and be cautious not to clutter newsfeeds because “unlike” is just a click away.   

Not all “Likes” are Created Equal

The study shows that “like” means different things to different age groups.  It seems that younger consumers aged 15-24 tend to use “like” for purposes of self-expression and public endorsement for a brand. They consider it a worthwhile bonus if they get coupons or deals from a company because of their “like,” but accessing these deals is not their primary motivation. 

Consumers aged 25-34 are more likely to expect something of value in return for a “like”, and they are quick to “unlike” a company that doesn’t follow-up with discounts, product information, or exclusive offers. 

 
Finally, consumers in the 35-51 age group have the highest expectations, and it’s not just getting anything in return for liking a company.  They want something relevant and valuable, whether it’s information or discounts.  Moreover, individuals in this age bracket don’t hesitate to “unlike” a brand if it doesn’t live up to their expectations. 

So, now we know that 75% of respondents feel closer to a brand they “like” on Facebook, we also know that brands have to nurture these relationships to keep their value.  “Like” doesn’t mean marketers have permission for one-to-one marketing, instead, it represents consent to receive select marketing messages, while leaving the door ajar (or at least unlocked) for taking the relationship further.  Find out more on how social media affects a company’s PR efforts in our Schrenk PR’s next PR Bits & Bites blog post.

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