I mentioned this in my post yesterday about bands… It seems to me that a lot of “social initiatives” boil down to various different ways to run a competition on a channel like Facebook.
Now there is nothing wrong with running a competition at all, they can be very useful, they are proven and tested in some ways: You can add 1000’s of fans to a Facebook page by running a low barrier “like to enter” competition, but then, what kind of fans are you adding? Are they compers (that is people who are obsessed with competitions) or genuine fans who want to hear from your brand?
I want to stress I don’t discourage competitions but I do think there has to be a balance, too much “transactional” messaging will devalue your efforts and your social presences.
Something to think about…