Facebook Deal’s unique ability to amplify offers via users’ news feeds means brands must take measures to avoid being intrusive or spamming.
There’s always a me-too period after a product launches, when brands rush to be involved without thinking too carefully about what their customers actually want. When first experimenting with Twitter, a lot of brands used it as a platform to promote deals after recognising its potential for spreading word of mouth. Many got it wrong and very soon people were criticising brands for spamming and clogging up their news feeds.
There will be an element of trial and error with Facebook Deals, but brands should lean on experience from years of doing deals and promotions via other channels, focusing on relevance and adding value, because the same rules apply.
A lot of tools and websites offer cheap deals online and via mobile. The unique opportunity Facebook Deals presents is the fact that a user’s check-in is promoted within their news feed, like automatic word of mouth. The amplification does work both ways, so getting it wrong means you’d be open to rapid word of mouth for all the wrong reasons.
The news feed is personal, poulated only by friends and favourite brands. This is why Deals is exciting: you’ll only see a deal pop up in your news feed if a brand you like is promoting it via the page or if a friend has taken advantage of a deal by checking in. Therefore the more relevant and interesting a deal is, the more likely it will be to spread.
The key for brands looking to use Deals is to make sure they’re really offering value that their customers want and not just launching cheap deals.