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you come up in its internal search results. We’re not aware that the folks at prague city
Apartments intended for this to happen, but either way it is a win for them.
Although the prague city Apartments have a relatively small following of just
more than 200 Facebook fans, we’re not convinced that it needs a really large follow-
ing. considering that you find more than 50,000 websites linking to the prague city
Apartment Facebook fan page or talking about it, we’re comfortable with giving the
top rating in this category when taking into account the size of the organization and
the local nature of the business. Reach: 5.
the message for this campaign should encourage people to rent units, and it
does. Relevance: 5.
Again, although the Facebook fan page has only about 200 followers, it has
cultivated this channel into more than 50,000 return links and mentions on blogs and
other websites. this is very impressive indeed. Influence: 4.
searching Facebook, blogs, and google for mentions of the Prague City
Apartments brand with negative keywords like scam in particular turned up several
results in google; these sites were, in every case we found, warning tourists about trav-
eling safely in eastern europe. these sites were not calling out the apartments specifi-
cally. there could be some trepidation by tourists about any housing provided in this
part of the world based on personal prejudices or sites like the ones we found while
conducting our tests. these issues must be given due consideration, so we give a 4 in
the category for authority/trust. Authority: 4.
When it comes to engagement with the company’s fans on Facebook, certainly
it does an adequate job. For the most part, the fan page is used to deliver promo codes
to interested parties for the Facebook fan page special. prague city Apartments wins
for the discount and loses for the page serving any other interesting purpose. the folks
there answer queries from Facebook users in a timely fashion, based upon the time
stamps of the conversation thread; however, we can only assume that the fan page
would be all but dead if the prospective renters didn’t use it to get access to their “10%
discount” codes. Engagement: 3.
this gives the prague city Apartments an overall score of 4.2.
so, there you have it—examples of offers from three different companies from
three completely different industries. in the end, we find that success comes by actively
engaging with your audience. After you spend some time cultivating your fan base and
creating a special for them that is delivered on Facebook through your fan page, there a
few last things to follow through on:
• Make sure you give them a reason to come back, with more of these kinds of
special offers.
• Make sure the offers stand out on the page.
• Make the offers exclusive to your Facebook fans.
tuis.
(Tuis.)
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