As we’ve traveled Missouri on the #SocialIRL Non-Profits tour, something has come up that we need to address: Companies that partner with NPO’s to get like’s for their business Facebook pages in exchange for monetary contributions to the NPO they’ve partnered with.
The words I have used publicly about this practice are “STOP THIS!”, and the words I have used in private are more colorful.
LikeAPaloozas are a bad idea.
First, and most importantly, the LikeAPalooza is a violation of the Terms of Service both your non-profit and the other company agreed to when each of you established your brand’s Facebook pages. There are a lot of underlying rules about this, but the bottom line is that you are not to trade likes for money or product.
Second, wouldn’t you rather have 500 new Facebook fans for your non-profit than $500? Won’t sharing your good news story with those 500 new fans be more valuable to your cause in the long term than having $500 in your pocket in the short term will be?
Facebook audiences are not looking to connect with brands (including non-profits) without a call to action. Customers are motivated to connect with brands because there’s a benefit in it for them; whether that benefit is a coupon for a pair of Levi’s or a sneak peak of a new product or service.
LikeAPaloozas are a bad idea for your non-profit. It’s more valuable for your non-profit brand and for your supporters when you use your Facebook page to share your mission than it is when you use it to host TOS-violating Facebook LikeAPaloozas.
Questions? Drop us a line at the contact link above.
See also: STOP LIKING THINGS ON FACEBOOK