If you are trying to use social media (Facebook or Google+) to amplify your brand, event, or venue, keep this one simple rule in mind – one picture is worth a thousand “Likes”.
This rule is not only figurative but it’s not far from literal as well.
If you provide fans with a picture of them engaging in a highly enjoyable activity (even better – at one of your events or venues) this becomes a valuable gift from your brand to them. This gift, as studies have shown, will not only be a valuable tool in building brand equity but also having outreaching impact on engaging fans to the brand.
Using social media to build brand equity requires high quality engagement. Most brands get it wrong – they offer something in exchange for a fan “Liking” their Facebook brand (a discount or coupon). But the problem with that approach is that after the one-time “Like” that brand page never sees that same fan again. So when the brand posts something on their fanpage, most of their fans never see it because it doesn’t make it to the fan’s Wall, Timeline, or Ticker. In other words posting to a brand page is useless unless you have lasting engagement; and you need quality posts to build engagement.
Facebook’s algorithm that determines what appears on a user’s Newsfeed, Timeline and Ticker is called the EdgeRank. The variables that make up the EdgeRank can be highly optimized/manipulated to ensure your brand will get noticed. Easiest way to achieve that is by capturing a fan at an event and then tagging that photo of them (with their permission of course).
So remember, if you really want to create a powerful marketing campaign around social media, use photos from actual events with real people. One of the best ways to start is giving them a photo on Facebook for free. If you want to make it easy you can create a social media experience without your customer doing anything at all.