It is clear that people who “like” voluntarily are the biggest prospective customers to buy from a given a brand. They are likely to share the experience in social networks and recommend it among their social and family circles.
It is clear that “likes” are positive for the brand, whatever the size of it. However, a strategy that does more than just collecting them is not necessary. A reason of importance is necessary for people to “LIKE”. Whether we talk about quality, price, purchase or use experience, efficient social networks, relevant and segmented content, among many other things.
But, let’s accept it, “likes” are not translated to potential customers. Remember that getting “likes” is easy, the complicated part comes when we look for loyalty. Some brands think that the race ends or that the goal is reached when they reach 300,000 likes. The truth is that it is the opposite, the race just begins! You must continue to the next step. Engaging with people who “like” the brand is one of the best strategies to win customers or brand ambassadors.
Now, What would happen if you take advantage of all those users’ interests and ask them what they would like that the brand had or could improve? Undoubtedly, that would be the first step for people who gave like feel more identified with the brand after this exercise.