Facebook's strategy

The genuine number of likes measures the success of a brand. Most of the time users are forced to like pages for getting access to apps and games. So it is important that when someone likes a page he does that genuinely so that facebook gets a “quality connection”. Thus brands no longer would be able to force users to like their pages and thus this would be a positive change for brands and agencies as well. As users are shifting towards mobile facebook the “like gate” strategy of making users like pages forcefully won’t work anymore and now brand need to provide stronger reasons to users for liking their page. Thus a genuine relationship is created. Now it should be more important to reach out to customers that count than counting customers.

This strategy would provide grace period for adjusting and affects local marketers mostly. Brands should pamper their customers than just feeding them up with incentives. They should have a long term strategy than a tactical one. Marketers should not only cherish the number of fans but also engage more with each piece of content.