- Likes Decrease Costs and Increase Profits
- Likes Increase Sales
- Likes Give You Control of the Customer Conversation
- Likes Prove People Are Paying Attention
- Likes Solidify Loyalty
- Likes Create Evangelistic Customers
- There's No Dislike Button
- Can You Do Fear-Based Marketing on Facebook?
- Google "Likes" the Like Button
- Facebook Is About Passions and Interests
- How Often Do Facebookers Like Things?
- Facebook Users Are More Trusting
- Facebook Groups: Off-the-Charts Positivity
- Facebook Page Brag Boards
- Easy Testimonials
- Emotions on Facebook Are Contagious
- Gross National Happiness
This chapter is from the book
This chapter is from the book
This chapter is from the book
Likes Create Evangelistic Customers
Happy customers, impassioned by positive discussions on your page, write spontaneous testimonials about your company. After becoming a fan, 56% say they’re more likely to recommend a brand to their friends.20 These happy, vocal customers turn fans who are potential customers into first-time buyers. And your most active fans will fight back against your critics, creating a fan page immune system that repels brand attacks.
Among decision-makers reluctant to use Facebook, one of the biggest fears is that public critiques will hurt the brand. But when you grow fans based on what they love and get them to engage daily with posts they like, the like effect creates a positivity that makes “Negative Nellies” feel outnumbered and abnormal. People are less likely to boo when they expect they’ll be shouted down. Granted, you don’t want people with valid complaints to be ignored, but you do want issues resolved civilly and without public relations fallout.
Think about it. When a customer presents a negative, what’s more persuasive: the company defending itself or another fan taking your side? If you respond diplomatically, apologize, and fix the problem, and your superfans speak out on your behalf, the complainant has nowhere to go. Potential crisis averted. And, perhaps, previous critic converted.