Trying to lure me to ‘liking’ or sign up by offering swag is a huge social media #fail. If your product is worthy, I’ll return/join/like. That is the essence of social media.
In response to my initial rant on this, a friend quite rightly pointed out to me on Facebook
“Keep in mind if it is worthy and swag is involved, then it’s just a plus ;)”
Indeed he is correct, but give me the swag and let me decide if you are worthy of coming back to like/register/join.
Example – In this particular case, what has me miffed was (yet another) ‘free’ eBook on a potentially interesting topic, which, may I point out that by requiring me to ‘like’ a page or register for a newsletter, is not truly free… Now, because I will not be bribed into liking or joining, I won’t read their eBook, so I won’t find out if they know what they are talking about and are worth more of my precious time.
The whole swag for likes/registering gimmick It is a failed tactic used by old-school marketers who really don’t “get” social media.
Rather than using social media the way it is meant – as a conversation with potential clients and others in their industry – they wrongly see it as just another pipeline to shout out their advertising.