When I talk to my non-media-nerd friends (read: normal people) they’ll often ask me why anyone would “Like” a company or a brand on Facebook.
They find it hard to believe that someone would want to display an affiliation with a brand or company as a badge of social honor.
But people have been expressing themselves with bumper stickers since the dawn of the bumper.
For ages, people have adorned their automobiles (stop signs, trees, lockers, guitar cases) with stickers that make a personal statement.
Sometimes they’re snarky. Sometimes they’re political. Sometimes they’re no different than a blatant advertisement.
And the same goes with Facebook fan pages , according to data from a recent survey by ExactTarget.
Here are the top 5 reasons a person will “like” a brand on Facebook:
1. To get discounts and promotions
2. To show support for the company
3. To get free samples, coupons
4. To stay informed
5. For future product updates
Sure, four out of five of these reasons are people looking for value from a brand. But we can’t ignore the bumper-stickerness of number two. Number two is what sticks out as a huge opportunity.
We live in an era of “what can I get for signing up for this?” We fill out credit card forms for free T-shirts. We’ll fill out a brief survey for a “chance to win” prizes. We’ll register to get a free white paper. We are day-traders of our personal information.
Almost nothing we do (especially online) is without expectation of reward.
But Facebook, at least in some sense, may present itself as the exception. Because on Facebook, people are showing support just to show support. They like your page because they like you.
These are real fans. And their very existence should be reason enough to take a long, hard look at how you are representing your brand on Facebook.
(Besides, the virtual bumper stickers on Facebook link to demographic data about those who “like” your brand. Try getting that data from people sitting in traffic [without getting arrested].)
So, what should we do about it?
A few things:
- If your brand isn’t already on Facebook, it’s time to change that. There are unfettered bumpers out there looking to be adorned.
- If your brand is on Facebook, ask yourself: Is our presence bumper sticker-worthy?
What do you think, are Facebook fan pages the modern bumper sticker? Or did I stretch another analogy too far?
[image: philliecasablanca]
If you liked this, try:
{ 13 comments… read them below or add one }
Some of my friends would have a pretty freaking crowded bumper if this was true!
People put a lot more thought into bumper stickers than they do into liking pages on Facebook. I still think the bumper sticker means more.
Um, no. I would never put a bumper sticker on my car (draws too much attention) but am fans of many things on FB
I feel like bumper stickers are so permanent. They always leave a mark when you take them off. You can just unlike things in two seconds online. I’d REALLY have to like something to stick it on my car…and even then I probably wouldn’t.
…maybe liking things on Facebook are like those vinyl window decals? (if you are trying to run with the car/sticker analogy) A little less permanent than actual bumper stickers. It’s like when you finally get realize you’ve been out of college for 20 yrs. and peel that window sticker off your car because you’re 40 and have had 5 real jobs since college. Same applies to Facebook. You end up unliking TV shows that went off air 10 yrs. ago and companies that are since out of business.
@xxOxx: That’s a good point. Does Facebook make it too easy to like things?
@bill: I agree. The (major) flaw in this analogy is that it’s so much easier to “like” something on Facebook as opposed to physically putting something on your car. Does that make the fan less of a fan? Or do people just feel more comfortable to @Megan‘s point: That it’s less of a commitment to “Like” on Facebook?
@Skylar: I agree that a bumper sticker can set you up for unwanted attention, but I’m not sure how “liking” something on Facebook doesn’t do the same thing?
I think purchasing is a big factor. You pay so much money for a car- so liking a company or an idea enough to stick it on your car is like using your “paid advertising space.” Facebook is much less of a commitment. You didn’t really buy your “advertising” space.
Given the reach of search engines today, it’s a fair guess to say that even if you had the “Like” button on for all of 10 minutes, you might be able to track that I “liked” something years later. I think right now at this moment in time, Facebook has more impact than what’s on the back of your car.
@Megan: Very interesting comments. I hadn’t thought about it like that. Any interest in guest-blogging? How about a counter-post?
I’d love to!
Some people treat their bumpers with respect, and some people, like the one pictured above, treat their bumpers with reckless abandon. As it goes with Facebook pages. You can learn a lot about someone from what they put on their car bumper, as it goes with Facebook pages. I think your analogy is on point and deserving of further analysis.
Interesting analogy Andrew. BTW – my other car is a millenium falcon
I knew you rode in style.