Brands using the lure of exclusive content on Facebook to grow fan numbers in a bid to encourage engagement, is nothing new.
The New Yorker is experimenting by hiding an article by Jonathan Franzen behind their ‘Like’, making it only available to people who click that button and become opted-in to consuming content from their page.
A spokeswoman from the newspaper has said:
“Our goal with this isn’t just to increase our fans. We want to engage with people who want to engage on a deeper level.”
However, I do not tend to agree that a ‘like’ indicates ‘a deeper level’ of engagement. indeed, it doesn’t indicate engagement at all.
It indicates endorsement.
Engagement then occurs subsequently as ‘fans’ leave comments and embark on taking part in dialogue with other like-minded people.
It is then in that moment that a brand can interact and engage.
A ‘like’ is akin to being given access to the door and walking through it; just because you walk into a shop doesn’t mean you’re going to buy something.
I’d like to see TNY take part in dialogue and rewarding their readers with more than straight forward content, but with experiences and opportunities not available to those who aren’t a part of the community.
It’s a start, but there’s so much more that can be done. It seems a little like a gimmick to me – what do you think?