Facebook Likes, Google +1s tactic - is this a good idea

[BobGW]

Hello,

For our eCommerce site, we're considering doing the following:

When people call in to place an order by phone, we take their order and tell them while we have them on the phone that if they click the Facebook Like button and Google +1 button on our site's home page, we'll knock $3 off their total. We would just show them where the buttons are and refresh our screen to make sure the count went up by one like and one +1 when the customer said that they pressed the buttons.

Then, we would continue with their phone order and just knock off $3.00

I may not do this just because it may be grey hat, but it seems 100% safe forever.

If you recommend against doing this, can you think of any 100% white hat way to do the same thing?

Thanks.

[crackingmedia]

Hi Bob

I'm not sure any tactic as far as the search engines are concerned can be considered to be 100% safe forever. Looking at how the tactics around SEO have had to change over the last 15 years or so leads me to think that anything that could be perceived as even slightly "off-white" could be under threat. I would say this tactic falls into off-white group.

Google outlaw that type of thing with their Google Adwords program for advertisers with their policy on "Social interaction incentives" saying that an advert that encourages someone to click a +1 "isn't allowed because it offers incentives in return for clicking on the business' +1 button" - see: https://support.google.com/adwordspolicy/answer/1187836.

Whilst I would say I think there is no doubt your proposed incentive is a whiter shade of grey than that (because you are bearing the cost of the +1, Like etc not a third-party), it still has that element of doubt for me.

I hope that helps,
Peter

[dotfly]

A very interesting aspect!!!

Although I think this would be classified as a black OR "grey" hat technique. This might not be so obvious as classical black hat techniques but you only need to make yourself suspicious to risk a penalty. Its your business to prove then that you didnt do anything against the rules...

What I was thinking about, that could be similar and less black or grey, is offering a coupon code only within special circles at Google+ or for your fan community. I mean, they have to like/connect your Google+ or facebook page first to see the code. I know this is not perfect but to avoid any scam you can check if the name of your client can also be found within your social media community... for example... this could be promoted in your shop then...

[BobGW]

Good point Peter. I have to stay 100% white hat.

Can you share some tactics on how you personally would pump up the likes and +1s using white hat methods? It's for an eCommerce site.

[crackingmedia]

Hi Bob

People will +1 because they think that something is remarkable, by that I mean that it is something that they want to tell others (i.e remark) about. Google themselves talk about the +1 button being for "w_hen you read a post that makes you want to cheer, +1 is your applause; when you watch a video that has you in stitches, +1 is your laughter; when you see a photo that perfectly captures that special moment, +1 is your 5-star review"._

In terms of how you can encourage people to +1, I think you need to think about where you place +1 buttons. If people read or see something that gets their attention enough to tell others and there is a +1 button adjacent, then they are more likely to click it.

With an ecommerce site it depends on what products you are selling in terms of determining what is "remarkable", but it could be alongside a snippet of positive media reviews, in response to a celebrity's endorsement, an engaging product video, or you could just display something like "if you love this product and think others should too, then +1 it!".

You could also create some very good value time-limited offers around a couple of sought after products which act as loss leaders. You don't necessarily have to make a loss on them, just a very small margin. The important thing is that they are seen as very good value by the consumer compared to where else the product can be bought. People like to tell others that they bought a bargain, so a +1 button alongside a very special offer could work very well.

Peter

[onlinechester]

I'd be wary of putting this in writing over the internet though. Personally if I was going to do either the over the phone option or the coupon code I'd do the over the phone option. It seems less 'traceable' to me.

As for retaining your clients in your social media community, I don't really think it matters if you can't see their names as they can just as easily stop following you whether or not you have access to see whether they are following you. I suppose this is just a chance you'd have to take.

[Houses]

If people are clicking 'like' just for a discount rather than because they like what you are posting on FB they may not hang around.

It's very easy for them to unlike once they have got the discount and they probably will if your posts are not good.

Better to invest in writing great FB content and adding great pics then people will follow because they want to and these people will be worth more to you then any that click for money. They can even turn out to be brand advocates.