Stupidly Social

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Social media promotions are double-edged swords.

On the one hand, you have a chance to delight a whole new audience, grab mindshare and win evangelists. But on the other, it’s oh-so-easy to lose fans – as IndiaPlaza.in will very likely discover soon.

I’ve had some pleasant online shopping experiences with them before. And to be offered a gift certificate for Rs.500 was a nice incentive to ‘Like’ them on Facebook.

Well, it seems a few thousand others felt that way – because there are over 6,500 fans on their FB page today.

And then, I got the gift certificate. Went shopping. Selected some books and a phone. Reached the checkout page. And discovered that my coupon IS NOT VALID for these items!

What a waste!

Of my time. Of the hard-earned goodwill. Of an interesting social media campaign.

When a business wastes my time, they lose me as a customer. I have little patience for games like this. As a result, IndiaPlaza.in probably lost out on many future purchases (my online book buying every year alone is quite a nice chunk of change!)

And who knows how many more people will be annoyed by this approach.

Consider the alternative.

• They could have given away Rs.500 on ALL purchases.

• And sent buyers a nicely designed promotion piece when the order shipped.
• Maybe even another coupon, or a thoughtful gift – to say ‘thank you’.

• Offered an email newsletter tailored along related interests.
• Tied in repeat deals with a referral program.

Oh, there are so many options to have scaled this up, and boost life-time value of their already happy clients.

Instead, a narrow-minded focus on immediate profit has likely destroyed a multiple in future value.

I’m planning a social media promotion shortly. In it, I will be giving away my ebook, which sold for as much as $27. And I will be PAYING anyone who reads it $5 out of my pocket.

Why?

Because I can. And it will create interest. A buzz. Get people talking. And most important, because it will change some lives – since the book is powerful, and people will read it.

This recent experience is a valuable lesson for me. Of what not to do.

What are your thoughts?