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How swedish companies are buying facebook " Like" which has made "like" to become a strong commodity in management
Thursday, 10 May 2012
A major observation which is likely not new but growing is that which companies are buying the “like” on facebook.
This is another way mostly smaller Swedish companies that lack
proper exposure are trying to make themselves relevant via social media
which is one of the best places to show case their operations and
products. But is this a sustainable approach to build audience and
promote a business?
The Swedish daily Dagens Nyehter reports that as it is getting more
important for businesses to become visible in social media like
Facebook, many are making it look like they are “liked” by people who
recommend them. But it turns out that the “like” icon has now become a
commodity which companies are willing to pay people who "like" them.
people are said to have accounts on Facebook, according to the
company’s most recent compilation. Therefore to appear popular or
“liked” on the world's largest social network is a great strategy for
business. It however remains if this is part of a strategy and a
sustainable one for a smaller business to show case itself. One would
expect that organic and gradual growth those slow could be better
because the audience then would be the “real” support of that company.
But experts say that consumers spend more and more into social media
and accessed less the traditional advertisement on normal media (tv,
radio etc). People carry gadgets today with them which connected to the
internet and check their facebook pages and twitter on the go.
Therefore, making one’s company, product or service on one of these
networks accessed averagely about 10 times a day is money well spent.
That said, companies are investing in social media where customers
are. To be with social media also means that that company is
moving forward and embracing modernisation. Those companies that refuse
to join the revolution will be left behind.
When somebody on Facebook "like" a business, it is spread to all those
who are friends with that person as such the company will thus be
spread around, sometimes or more often globally. The likelihood is
increasing that friends would start to look for a brand or product if
another friend is seen to have “liked” it by pressing the "like"
button. This makes it attractive for companies get into it.
Newly established Swedish company FBlikes.se guarantee 500 "like", for
Skr 590 plus VAT. 25 000 Facebook Fans will cost Skr9000 plus VAT.
Well, large companies like H & M would not need that for they have
their own in house technology that has given them millions of fans.
They are already well established on Facebook with over 10 million
"likes." Therefore, fashionist seeking the best low cost fashion is
watching for the next image of a new dress to be liked and spread to
their hundreds of Facebook fanks.
For the less well-known companies in Sweden or the small businesses
they are those that would be interested in buying these links or likes.
authorities are worried though that these types of services would tend
to fill up accounts with spammers and other people trying to do the
same thing: build their following.
Critics say a better way is to understand your audience and publish
valuable information that is consistently ‘on topic’. The tendency,
surely is that fans/followers would be built more slowly, but at least
these companies will end up with an audience that is relevant and
therefore more likely to be engaged with their content.
Another problem for buying the like is lack of good knowledge in
website optimisation or how to use the various face book apps. Another
is also is language - although the Swedish people can understand
English, which is the business and technology language, it is still a
foreign language to them and it is sometime hard to understand all the
By Scancomark.se Team
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