4/09/2012

Social Media Logos Offline Make No Sense Without a CTA!

A few days ago I was on the bus, sitting by the window, contemplating about the fact that I kept seeing Facebook, Twitter and Youtube logos in every other store window.
Then I thought to myself, isn´t it by now OBVIOUS that every store is on Facebook? Then why post the sign in the window? More importantly, why post a sign without any call to action?

Why would I surf over to your Bershka or Mango page, unless I have any incentive to do so? Are you really that cool and impressive making it worth the effort?

I´m tired of brands who expect people to be searching for them on Facebook because to follow them should be the dream of every persons life.
I'd rather say it's annoying these days to follow brands considering the massive amount of spam that I receive. I un-follow more brands than ever now days. In fact, it reminds me a little bit about 10 years ago when I started opting out on email lists. Now, the few email lists that I'm on, they are carefully sorted into lists and some of them go straight to Spam.

I read a kick ass article yesterday that I encourage all of you to read: Can you name 3 reasons I should give rip about your facebook business page
Can you? Because to me it seems the vast majority of Facebook pages don't give me any specific reason that makes it imperative to follow their updates.
I can find the new Mango collection on their website, I get the fashion news in my Google reader, I got a discount coupon from the newspaper last week...

The same thing goes for the TV ads, big street posters or any type of ad that is not on the web.
Keep in mind it's not a small but rather a HUGE step for me to go from that store, home, keeping in mind the ad, turning on my computer, and searching for your brand on Facebook.
You need to give me a tease to do that.
It's completely different in my opinion, the fact of whether or not to place a Like button or a Twitter symbol on your website, in your newsletter or in your email signature. That's a no-brainer because it's such a small and simple step to the user. It's ONE CLICK versus me sitting on that bus and actively entering a browser typing in your brand name, probably finding 10 pages with your name on it and entering into the right one. Makes me tired just thinking about it...

I'm not going to be all negative here and would like to mention the great surprise that I found at the exit of sports store Decathlon:
This QR code leads me directly to their Facebook page, doesn't really give me anything exclusive, but I do give them credit for at least jumping into the water, doing SOMETHING out of the ordinary plain thumbs-up sign at the exit.

Like Pam is telling us in her article, marketers should take a look at how their social media presence really ads something to it´s potential fans day-to-day life's.
This may seem easy at first but it's really not. Especially in today's integrated marketing campaigns where everything is everywhere.
I encourage you to try to get 3 answers on Pam's list.

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