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Facebook Looking for True Love

Brands will no longer be able to force a user to “like” their page. Facebook is trying to make sure when users “like” a page, they truly like it. Effective November 5th, the company has announced a new policy to ensure “quality connections” by knocking down the “Like Gate” - a widely employed strategy by brands to force users to like their pages to inflate popularity.

Facebook Looking for True Love

Facebook initiates new policy for genuine fans

The number of “likes” is often a benchmark for a brand’s successful Facebook strategy, but how many are genuine likes or what Facebook calls “quality connections” is often under question.

Often called “Like-Gate”, forcing users to like their pages to gain access to apps and games, is a widely employed strategy by brands to inflate their popularity.

Now Facebook is trying to make sure when users “like” a page, they truly like it.

The social media giant has announced a new policy on a developer blog to knock down the “Like Gate” to ensure “quality connections”, effective 5 November. It reads:

“You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your app’s 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.”

In a nutshell, brands are no longer able to force user to “like” their page to enter contests or to receive incentives.

As a brand, you should also give true love back to your customers rather than just want to acquire huge volume of them without building a genuine relationship.

From now on, they should stop just counting the numbers of customers that they can reach. Instead, they should start considering to reach the customers that count.

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