Check out this offer:
Seems too good to be true, right?
Many brands run contests like this on their page. And while Facebook banned this practice a couple years ago (it’s acceptable now), it usually doesn’t work.
So before you read the list of clues that give away this as a scam, look at their page to see how many you can spot.
How many did you spot?
Here is the actual Qantas page:
Facebook will likely shut the fake page down in the next day, since their spam algorithms are pretty strong.
As Facebook gets bigger and businesses get more sophisticated in integrating social with their marketing strategy, you’d imagine that spam would increase proportionately. However, that’s just not the case. Here’s why:
We’ve exposed interesting types of scams over the years, whether it be garden variety Facebook contest spam like this or more sophisticated Google SEO spam (usually done by well-intentioned corporate SEO teams). But the common thread in all of these is that of “implied endorsement.” Meaning that you have enough consumers vouching for something (by clicking like), that the unsuspecting consumer believes it’s legitimate.
So while the bar for News Feed exposure increases, whether it’s on Facebook, Google, or any other network that has a filter (even Twitter), the companies that don’t focus on their content marketing efforts will get punished right alongside the spammers.
Consider how many of these earlier spam checklist items you’re guilty of. Do you have properly filled out milestones? Are you getting a strong ratio of positive to negative feedback on your posts — organic or paid? Are you aggressively overselling in your posts (like a spammer) or being truly interested in the community? Do you have your Facebook page properly categorized? And so forth.
Strong content marketing and community management is your defensive measure to spammers who would usurp your brand power.
Last week, I was moving items into my storage unit. The Storage-Mart staff there not only did a great job. As part of their process, they gave me a card to leave them a review on Google+ and various social media sites. And when I left them a 5 star review, their community managers took notice and thanked me. They do this whether or not you’re a client, media influencer, or poor student storing stuff for the summer.
One of those community managers is Tron Jordheim, who said this:
Real engagement is what we are after. Lots of shares or clicks don’t mean much if the thing that was shared or clicked was bogus. It is better if one person shared something they found authentic and meaningful than a thousand people shared a bogus free Caribbean cruise contest.
They build in generating engagement into their operational processes. And it inoculates them against spammers who would otherwise try to pretend they are Storage-Mart or hold a contest saying “free storage and $5,000 if you share this post” or nonsense like that. The stronger your community, the more members will help police the spam and work on your behalf — more than your internal team members or Facebook’s smart algos can catch.
There are no magic digital secrets — just strong marketing and operational processes that integrate social components.Reblogged 1 year ago from www.adweek.com