Now that brands have increasingly established presences on Facebook, the next question everyone is trying to figure out is how to grow the fan base. With the change from “Become a Fan” to “Like”, Facebook complicated the matter, and now brands are also trying to figure out the appropriate language to use. Adding “Become a Fan” to brand communications was easy because it was a natural way to speak to passionate brand advocates. Encouraging consumers to “Like” your brand is a whole new ballgame.
Victoria’s Secret has always been a great example of brand engagement on Facebook. And their new promotion not only successfully incorporates the new “like” language but also integrates with an offline promotion, extending the marketing impact.
Victoria’s Secret regulary runs a free panty promotion, so rewarding Facebook fans with an exclusive design was a smart move. Encouraging consumers to think of Facebook while they’re in-store and at home extends the reach of their efforts on the Facebook page. Those who redeem the coupon will definitely show these panties off to their friends and probably talk about them on Facebook. The benefits of word of mouth will draw more attention to Victoria Secret’s page, adding more fans (“connections” in the new world of “Like”) who will engage with the information the brand provides.
This is a great example of how social media can and should be the connective thread between all marketing channels. When brands leverage this correctly, they’ll see greater returns on their efforts.
Stacy is a Strategist in the Digital Innovation Group at Engauge. She has an M.S. in Integrated Marketing Communications from Northwestern's Medill School. Connect with her on Twitter @stacycohen. 