Shutting the Like Gate

What our clients say

"We are delighted with the service and results that Sodafizz has provided us in managing our social media and website content. They are knowledgeable, responsive and friendly, and we wouldn’t hesitate in recommending them as a digital marketing agency to others. They ROCK!"
Michelle Mitchell
Principal, LJ Hooker Lismore
"Since working with Sodafizz, we have seen the caliber of our web and social presence grow to reinforce our years of experience in the real estate industry, as well as our knowledge of the local Bangalow community."
Janice Maple
Principal, Elders Real Estate Bangalow
"We hired Sodafizz to create an integrated digital marketing strategy with the aim of boosting our profile as a leading Australian artisan bakery in the wholesale and retail sectors. We have some informative and engaging new websites, great social media channels and are very happy with our improved Google rankings on key terms relevant to our business."
Robert Gils
Sales and Marketing Director, Wild Breads
"We engaged Sodafizz to write new website copy for us to boost our search results ranking in a pretty competitive industry. Within the month, we were not only on the first page but ranking 1 & 2 for ‘real estate photography Byron Bay’! Visits to our website have increased 160%! We couldn’t be happier with this result."
Saul Goodwin
Owner, Property Shot Photography
"Isaac Brandon and the team at Sodafizz were an outstanding company to work with. We initially engaged Isaac to manage our search campaigns for Lexus. Isaac was also brought on to help with other clients under the TMS banner. You are guaranteed quality work and quality advice."
Matthew Joyce
Former Digital Director, TMS Australia
"Through our partnership with Sodafizz, Isaac has been an amazing source of innovation and has been responsible for increasing the efficiency and cost effectiveness of our search campaigns by a significant margin."
David Morgan
Respondent Acquisition at Ipsos Interactive Services
"Sodafizz has been consulting to Coco Republic on many different aspects of digital marketing for the past two years. We highly recommend the team who are approachable, knowledgeable and really assisted us in taking the first step with search and social media. "
Justine Hall
National Marketing Manager, Coco Republic
“Sodafizz are smart, innovative and make it their business to understand how to use the web to grow your business. I would have no hesitation in recommending Sodafizz to your organisation if you are open to growing your results exponentially.”
Danin Kahn
Founder & Chief Eco Officer, Todae Solar
“When you're seeing ROIs in the 1000%s, you know you're getting quality service. Sodafizz 'gets' our business - and they certainly know theirs - the consistently impressive results speak volumes.”
Adrian Kennedy
Former Chief Executive, Skydive Australia
“We contracted Sodafizz to provide a complete digital newsletter production service - writing content, design, send and reporting. The resulting newsletter has been crucial communication tool for our organisation. We recommend the Sodafizz team for their experience, dedication and flexible approach.”
Naomi Dinnen
Former Executive Officer, GTANA
"Sodafizz has delivered a number of services to CS&HISC over 6 years including: feature writing, website content management and social media, and production and distribution of a monthly online newsletter. Sally’s work was always of a high-quality and delivered on time and to budget, making Sodafizz an integral part of our communication planning."
Rhoni Stokes
Communications Manager, CS&HISC

Aug 18, 2014
Sally Schofield
social media

Facebook marketing is a key feature for many people’s business strategies. But far from a set and forget platform, success on Facebook requires maintenance and insight into the changing best-practice methods and policies.

One practice that is being phased out is Like Gating.

Ever been forced to like a page on Facebook before being able to enter a competition? That’s Like Gating, and Facebook are about to shut the gate on this method of accumulating likes.

According to the Facebook App Developers Page,

‘Effective November 5th, 2014, you may no longer incentivize people to like your app’s Page.’

This means that all App developers will have to comply with this new policy if they want to run their products on Facebook.

Facebook says the action is 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.’

Action gating instead

Building a Like base of people who have liked your page for an incentive is akin to building a database of customers through running a promotion to win something. They liked you because there was something in it for them, not because they really connected with your brand of product. And when your promotion is over, what you’re left with then is a tantalisingly large but largely unresponsive list of limited marketing value.

The emerging trends, says Jim Belosic, CEO of Facebook contest developer ShortStack, in Inside Facebook, is ‘action gating’. Action gating is inviting users to vote, give feedback on a product or give some information about themselves in order to receive something from your brand (entry to a competition, extra content etc).

‘They would actually still get likes, but the likes weren’t forced. They were getting actionable and valuable feedback,’ he says.

Action gating in action

During New York Fashion Week 2014, Marc Jacobs opened “The Daisy Marc Jacobs Tweet Shop.” Customers earned a product sample in exchange for posting on social media – Facebook, Insta and Twitter – using the hashtag #MJDaisyChain.

This activity created user engagement and also user generated content for the brand, a win-win on social media. Customers got a product sample, so everyone’s happy.

Find out how to best use Facebook to reach your marketing goals. Contact [email protected]

Comments are closed.