Opening the Floodgates: How like-gating impacts the social media marketing dynamic

Posted by Clayton Smith on August 1, 2011

Last week, for our Social Media 101 series, I wrote on the topic of like-gating. Today, we’ll look a little more closely at the concept and its impact on the business-consumer relationship.

A quick refresher: Like-gating is when a company requires a Facebook user to like its Facebook page before accessing exclusive content. The benefit of this strategy for the company is easy to see. People want exclusive content, so they like the page on Facebook, thus increasing the overall number of page fans and expanding the company’s digital audience.

Every time a person likes a company on Facebook, the company’s posts flow through the person’s Facebook news feed. The more people who see the post, the more the marketing message spreads, and the higher the company’s potential ROI on its social media marketing becomes. Because of this, likes have become a serious social currency. Like-gating is one way to leverage the phenomenon—but what impact is like-gating having on the business-consumer relationship?

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Topics: Business, business, facebook, gremlin, gremln, like, like-gate, Marketing, ROI, social media, tips

Social Media 101: Like-gating

Posted by Clayton Smith on July 28, 2011

“Social Media 101” is a series for social media beginners where we discuss the basics of social media marketing. Today, we define the term “like-gating.”

Like-gating is when a company requires Facebook users to “like” its Facebook page before allowing them to access exclusive content. This is usually done by way of a welcome tab that a visitor sees upon his first visit to the Facebook page, but the like-gate can be any tab on the page and is not limited to just the welcome tab.

The term comes from the fact that the “like” button acts as a gateway to the exclusive content, hence a like-gate. However, this “like” button barrier is sometimes also referred to as a “fangate” because clicking the “like” button makes you a “fan” of the Facebook page.

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Topics: 101, business, facebook, gremlin, like, like-gate, like-gating, Marketing, ROI, social media, Social Media Education

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