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9.12.2011 | Ian Baer

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So many brands today seem addicted to the now-ubiquitous Facebook “Like” feature. Many marketers have skipped right past the real brass ring—genuine consumer engagement—because it seems so simple and measurable to say, “Two million people ‘like’ my brand on Facebook. That must be good.”

However, as direct marketers, we know that when the premise upon which a consumer initially engages does not square with the actual customer experience, we’re going to have trouble retaining those customers. The number one reason people “Like” a brand on Facebook is to get a promotional offer. And the number one reason people “Unlike” a brand is because after the initial offer, they get bombarded with more. And more. So, as we now enter an age in which anti-spam policies will change social media much the same way they changed email nearly a decade ago, here are a few smart tips:

1. The best way to get people to engage with—and stick with—your brand in social networks is to provide timely, relevant and useful content. Sure, giving away a trip around the world to get a bunch of Likes seems like a good idea at first, but those Likes are meaningless unless that consumer experiences day-in, day-out value from that social relationship with your brand.

2. While people do like to exchange information on deals via their networks, it’s the social aspect that keeps them coming back rather than the deals themselves. If you’re going to push promotional offers, it’s best to think about how these deals can be socialized, and perhaps how the power of the network itself and multiple people rallying around the deal can work to your advantage. Just repeatedly pushing out discount codes via Facebook—especially if it’s an offer that the consumer can find elsewhere—is likely to get your brand the boot.

3. Ultimately, you want someone who has engaged with your brand to feel as if they’ve been let into your inner sanctum. It’s a more personal relationship, and it’s a two-way street. Giving them access to content and information they can’t get elsewhere will engender engagement, advocacy and loyalty to your brand.

One brand doing this really well, not surprisingly, is Jones Soda, a 25-year-old company that has always understood the value of letting the consumer inside its “brand walls.” Over the years, it has let consumers give input to flavor development, used consumer-submitted photos (did someone say user-generated content?) on its labels, and now, on Facebook, it does as good a job as anyone of making its brand fans feel like they’re a part of something. Spend some time with Jones on Facebook and you can vote for what the Seattle-based firm’s profile picture should be, talk up retailers that sell Jones products (or call out those who don’t), discuss flavors, see videos of the Jones Soda movement in action or check out a never-ending display of consumer-created photos and videos that play like a love sonnet to the brand. Jones TV gives the brand a platform to connect with its fans’ love for extreme sports in a totally authentic way. You can also order customized bottles of your favorite flavor(s) and more. But if you’re “jonesing” for coupons, you’re in the wrong place… there’s not a coupon code to be found.