Why don't we buy some fans?

Kamila Kurek, 21.02.2012

According to the online magazine interaktywnie.com, during the past two months over 2m fans of various Facebook pages were sold on Allegro.pl, the biggest online auction website in Poland. The unit price was dirt-cheap – only 0.20 PLN per fan. But before we decide to click on the 'Buy now' button it's worth considering one problem. Do we want to direct our social media activities at a precisely defined group of recipients or rather choose quantity over quality and opt for randomly selected, fictitious people?

Nowadays, I can't imagine running a PR campaign without being engaged in social media. No matter which market sector the client operates in, our message should always be targeted well-defined audience, be it bloggers, forum members, Youtube fans or Facebook users.

Mark Zuckerberg's social networking service has become a place of the most heightened Internet activity. The key problem with creating a new fanpage is how to get as many fans as possible. One solution might be to ask your friends to 'like' the profile and to further spread the news, or to inform about it some journalists you happen to know. In order to lure new fans it is also crucial to constantly enrich your profile with fresh and attractive content. However, sometimes the search for new fans is painstaking and you start to rejoice at every new soul that joins your little community. And then a devilish plan pops into your head: why don't I spare myself the trouble?

Initially, the practice of buying fans brings outstanding results – the number of fans skyrockets, the client is bursting with joy, the competitors are devastated and we are hailed as real kings of the Internet. But how long can this euphoria really last? You don't need to be a prophet to predict that campaigns featuring 'purchased' fans are doomed to fail, since they don't reach those who are actually concerned.

So, instead of looking for offers such as 'buy 1000 fans for just 9,98 PLN!' make a brainstorm and develop a plan of supplementary actions to carry out on your profile. Show your clients the pros and cons of buying fans and of the 'normal' acquisitions of new users. Present a plan of action and get down to work. Warn your clients that they might have to wait for the effects. But their patience will surely be rewarded!