The Importance of Giving Back

With zero-reach looming on Facebook, brands are scrambling to find ways to make their organic reach go as far as possible. While a popular strategy is to put money behind selected posts, it’s not the only way to boost reach. Facebook pages are established as a platform for fans to interact and engage with a brand. While fielding complaints and marketing are a large part of the idea, giving back to the fans is just as important. Adam Terranova, Marketing Manager for Philly Pretzel Factory, believes that giveaways mean more on the backend. “Great advertising sparks an emotion, and giving away timely gifts is a thank you to our customers.” And their strategy is working. Since Terranova took over the marketing position in October, Philly Pretzel Factory’s Facebook page has grown by more than 250 percent, going from 23,000 fans to nearly 107,000. They post contests 1-3 times per week, prizes ranging from 3 Free Pretzel Coupons to concert tickets. In May of 2014 Philly Pretzel Factory held 14 contests in which the prizes varied in value. The reach on these posts jumped from the average 4.5 percent to nearly 32 percent. “In the past, Facebook has been easy money for companies, but essentially it’s an advertising platform and if you want better reach, you’re going to have to pay,” Terranova said in response to the rumors of organic reach dropping to zero this coming fall. Whether or not that will actually happen remains to be seen. Just remember that if it does, it is not a death sentence for your brand, but an opportunity to up your Facebook game. If you have a stack of old t-shirts collecting dust why not give them away? Or set aside part of your monthly Facebook budget for a few $10 gift cards. You’ll engage your fans and drive business. If you’re generous with your customers they will keep coming back. They will pull out that free t-shirt or beach towel and think, “Damn, you know what sounds really good right now? A Philly pretzel.”