How far will your company go for Facebook ‘likes’?

Once upon a time there was a big brand that did whatever it could to make sure it had more Facebook fans than its competitors.

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His company, a famous consumer products company, became obsessed with making sure that its brands had more Facebook “likes” than competitor products. It became one of marketing’s strategic goals and part of the annual performance objectives for brand managers.

The brand equity is roughly equivalent to something like “Mr. Clean”—successful, well-known, historic, but not exactly the center of daily conversation.

The company has two success metrics for this social media campaign:

1. Did the brand have more “likes” than the leading competitor?

2. What was the “cost per ‘like?'” As a result, brand managers competed fiercely to have the lowest “‘like’ acquisition cost.”

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