Why the end of Facebook ‘like-gating’ is a good thing

Don’t mourn the end of the practice of forcing users to ‘like’ a page to enter a contest or earn a coupon just yet.

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“Likes” may not be as valuable as you think

Imagine you were offered the choice between 10 highly qualified leads and 100 mostly unqualified ones. Which would you choose? The former, obviously, even if you end up getting 11 qualified leads out of the latter group, that slight increase in value wouldn’t make up for the time you lost sorting through the unqualified ones.

Like-gated Facebook contests, especially those with universally desired prizes such as vacations, sports tickets or consumer electronics, often attract such a broad audience that they produce mostly unqualified leads. What’s more, many of these unqualified leads will immediately un-“like” your page after they pass the gate and enter your contest, leaving you without even a “like” for your effort.

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