I’ve always wondered whether it makes sense to get people to Like your Facebook page by bribing them with an incentive. How valuable are those “Likes?” They seem more like the people who come to an event to get the free Hors doerves or the kids who hang out at a friend’s house because the friend has a pool or the guy who gets dates because he has a cool car. By definition, the people who Like your page because of a contest have an ulterior motive. I’ve been that person. I’ve actually Liked a page to vote for a charity when I really didn’t Like the brand at all.
Now, maybe there is a certain percentage of people who were brought in with an ulterior motive but seeing some great content in their feed from you, truly become part of the community. Maybe.
And, to top it off, when you run a contest that requires voting, there are professional contest players who know how to game the system through third party “vote exchange” sites and creation of fake Facebook accounts. They often win.
When you add it all up, it’s a recipe for disappointment. Most people who enter are Liking your page because they have been forced to do so. The ones who take the time to produce content for contests that require it, are overshadowed by those who know how to game the system. It doesn’t seem like a great deal for anyone.
My experience has not been positive. The cost of running the contest and the dissatisfaction of some of the entrants, override the benefit of new likes of questionable long term value.
I’d be curious to know what your experience is with Facebook contests. Have them been worth it? Have you found a satisfactory ROI?