What would you think of an unknown dance troupe that would put on a show and continuously asked you to buy tickets, and to “like” them? If a friend forwarded their request, you may “like” them even if you have no idea what they are about. What would you think of a restaurant that asked you continuously to vote for them in various contests, to “like” them, to “share” their recipes or events? You may take a minute out of a busy day and do it to please a friend. But it will not make a lasting impression on you.
I did go to visit such a restaurant at a friend’s continuous Facebook insistence. The only thing that impressed me during the restaurant experience was how horribly bad and boring their bread was. Hmm, details — but details matter. Not going back anytime soon.
In real life, if the dance troupe and the restaurant have you experience their “art” and then you feel moved to share with your friends, you do that naturally. You want to be moved, delighted, and touched. So, if you have a business, instead of asking for more “likes” and “shares” why not spend time creating compelling (real) experiences, extraordinary content that delights others and that is shared impulsively (and compulsively) because people feel it is worth sharing? And then, make sure that your real life promise keeps up with the promises you make in your social media campaign.