Written By: Adam Dince
Facebook has given social media marketers a reason to cry themselves to sleep at night. Starting November 5, 2014, Facebook will no longer allow the practice of like-gating.
“You must not incentivize people to use social plugins or to like a Page. To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.” Source
What are the implications of Facebook’s latest? Social media marketers will:
- Have to become better at marketing. SEOs have been dealing with radical policy changes for years. Welcome to our world. Time to start thinking about performance and not “Likes”.
- Have to better understand their target audience: If you understand your audience or desired audience, you’re better off delivering un-gated content. If you provide value to your readers and promote the content appropriately, people will want to join your social networks and you’ll find that the addiction to like-gating will go away.
- Have to rely more on email: Consider hosting your valuable content on your Website and require an email address to access it. This will allow you to send email goodies and also target on Facebook and Twitter (through custom audiences).
I’m interested to hear what you have to say! Feel free to leave your comments below and share across your social networks.