One of the easiest ways to snag a mass influx of followers is running a promotion on your social media networks. But contests, giveaways, sweepstakes, and the like can often bring in uninterested consumers merely attracted by a freebie.
“It’s what we refer to as the ‘placement crash,’ where if you look at the Web analytics of a PR hit what you’ll see is you’ve got the awesome spike, and then 48 hours laterit’s completely dead and you did nothing with that traffic afterwards,” said Jason Cormier.
So, how can you get those new fans to stick around and actually buy from your brand? Rule No. 3: Don’t just give away iPads.
“Unless I’m Apple,” said Chris Tuff, senior VP and director of earned and emerging media at Atlanta-based 22 Squared, “I’m attracting the fans that just want that iPad2 and aren’t necessarily going to be engaging with me for any long-term reasons.”
Get more tips in mediabistro.com’s The Do’s and Don’ts of Social Media Promotions.