The holiday shopping season had Facebook users clicking “like” pretty often, and the biggest surges in fan bases were enjoyed by retailers that might not be the first ones that come to mind when you think about holiday shopping.
According to Media Logic, Bed Bath & Beyond had a 1210 percent rise in likes during December, followed by a still impressive 27 percent uptick in January. CVS had 350 percent growth in the last month of 2010, while Office Max grew 90 percent with that same time.
Now one brand name that comes as less of a surprise for holiday liking was Best Buy, which saw likes go up 45 percent in December and 16 percent in January.
The brands that had the largest increases in likes all incorporated contests and promotions into pages and wall postings. This includes tactics like posting “click like to be entered into a special drawing” or “fan our page and receive a coupon.”
Simply asking people to like a brand doesn’t seem to inspire enough clicks, and the same goes for what Media Logic calls “dropping new visitors on the wall” (what a mixed metaphor!).
Seasonal spikes in new likes aside, the retail brands with the largest overall numbers of fans fit the category(ies) of specialty apparel, department store and discount retailers, according to Media Logic.
I can’t help wondering whether social marketers short-change themselves by focusing too heavily on like counts. That statistic doesn’t measure stickiness or engagement, which seem to have a stronger influence upon purchasing behavior than a one-time click does.
What do you think about the Media Logic statistics and strategies focused on increasing Facebook likes?