Who Doesn’t Like To Be Rewarded?

Katherine Bennett - August 18, 2010

Everyone likes to get incentives for following through on an action. Think about it, how many times have you signed up for a newsletter or given a company your e-mail address in order to get a discount or a particular item in return. The world of social media is no different. Many companies lure in customers with special offers on social media sites.

Social media sites are the new place to hand out incentives in order to reach more potential customers. In fact, many companies offer incentives that can only be accessed through social media sites. Take the Cheesecake Factory for example. July 30th was National Cheesecake day and every slice of cheesecake at the Cheesecake Factory was being sold for half price. However, The Cheesecake Factory decided to sweeten the pot even more. On July 29th only, if a Facebooker clicked the Cheesecake Factory “like” button they would receive a coupon to buy a slice of cheesecake for $1.50.

This was a great incentive for consumers, but the Cheesecake Factory also benefitted. When a Facebooker clicked the “like” button on the Cheesecake Factory Facebook page, they were notified that their information would be accessible by the Cheesecake Factory. They were asked if they consented to their information being captured. If they said yes, they were taken to $1.50 coupon. In return for the $1.50 coupon, the Cheesecake Factory received a lot of fan “likes” that day, but they also were given access to information about the people who “liked” their page.  For those who clicked the “like” button, they’ll continually receive notifications and updates from the Cheesecake Factory in their status section.

The Cheesecake Factory is not the only company to capitalize on the friendliness of the “Facebook” network. Einstein and others have run promotions that encourage Facebookers to fan or “like” a page in order to receive an incentive. If a company creates the right strategy, then they too can benefit from offering potential customers incentives on Facebook.