The upsides for marketers of "Likes" replacing "Fans" on Facebook and the next steps that should be taken.
OK, so this is follow up to my column exploring the pros and cons of Facebook's big change from "Fan" to "Like." Now, while I was down on that change in my last column because change can be hard to accept, this week's column explores some upsides and cool new things we will now be able to take advantage of as marketers. I want to also thank all my employees who helped me assemble these benefits and put them in perspective. It got me past the funk I was in over the change and helped me to see the light!
Also, and before I begin, let me tell you that we may not have to stop using the term "Fan" as the universal term describing the Facebook friends of a company or brand. At least for now, even Facebook is using the term "Fan" in its Social Graph. (See image below.) So maybe we can still at least use the term "Fan." Because right now it is really cumbersome to add Likes to the already long list of terms that describe a social connection. I have this list currently as Friends, Fans, Likes, Followers, and Subscribers. I advocate for one universal term, "Social Connections."
Potential Upside of "Like" Replacing "Fan"
So, here are some of the great things about the new applications of the Like button and the Social Graph:
Immediate Next Steps
Please feed me comments and add your ideas to this list!
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As founder and CEO of Overdrive, Harry Gold is the architect and conductor behind the company's ROI-driven programs. His primary mission is to create innovative marketing programs based on real-world success and to ensure the marketing and technology practices that drive those successes are continually institutionalized into the culture and methods of the agency. What excites him is the knowledge that Overdrive's collaborative environment has created a company of online media, SEM, and online behavioral experts who drive success for the clients and companies they serve. Overdrive serves a diverse base of B2B and B2C clients that demand a high level of accountability and ROI from their online programs and campaigns.
Harry started his career in 1995 when he founded online marketing firm Interactive Promotions, serving such clients as Microsoft, "The Financial Times," the Hard Rock Cafe, and the City of Boston. Since then, he has been at the forefront of online branding and channel creation, developing successful Web and search engine-based marketing programs for various agencies and Fortune 500 companies.
Harry is a frequent lecturer on SEM and online media for The New England Direct Marketing Association; Ad Club; the University of Massachusetts, Boston; Harvard University; and Boston University.
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September 23, 2014