Social Critters – Communications and Marketing with a Social Twist

I’ll like you if you’ll like me

A new Twitter hashtag showed up in Calgary a couple days ago, #FBLTyyc, otherwise known as Facebook Like Tuesday. The idea behind the hashtag is that you post a link to your Facebook business page, ‘like’ everyone who has posted their link and they’ll like you back. Everyone gets lots of new followers and everyone’s happy. Or are they?

On further inspection, it looks like the one who was trying to get the party started was a plumber here in Calgary. Now I guess if you’re a plumber, it makes sense because everybody needs one of those at some point, so the more news feeds you show up in the better. But for most of us, it just isn’t logical and maybe that’s why the hashtag didn’t really seem to gain any momentum.

Think about how this would work in the real world. One day you get a flyer in the mail from ABC Store that says “hey, if you come and visit my store, I’ll visit yours.” So you pop over to ABC Store, who sells something you have absolutely no interest in, look around for a minute to be polite, then walk out again. That afternoon, the owner of ABC store walks into your store and does the same.

Did anyone really benefit from this? No, you both just wasted your time. So why do the digital equivalent?

While having a large number of followers will certainly let you hit more people with your message, if they’re not interested it will just be tuned out.  Why not be a bit more selective in who you go after, start a conversation with them, make offers they will be interested in and cultivate their business that way. Now you have an engaged following, even if it is slightly smaller, who will be interested in and looking for updates from you, and who you have a much higher chance of doing business with.

– Nancy -


  1. TammyMcC_

    Hi Nancy,

    It is something that happens every Tuesday with American Trades and Construction Companies under the hashtag #FBLT. Their list is posted here:

    Here is the results from their Tuesday’s hashtag at 5pm:

    ‎950 tweets generated 2,843,912 impressions, reaching an audience of 277,295 followers

    A group of small business owners thought to bring it to Calgary to create support, leverage, reach, conversation, etc., for other small business owners. And have fun doing it!

    The best part is once you take part you can choose from the list who you would be interested in “Liking”, you don’t have to like every business that is on the list.

    Now, keep in mind the Calgary version is in it’s infancy. I suspect some might not see the value or the point. That’s ok too.

    The hashtag #FBLTyyc from 1pm -3:35pm on Tuesday had these results:

    13 tweets generated 9,157 impressions, reaching an audience of 3,740 followers within the past 24 hours

    It’s not just about the value of 1 Facebook “Like”.

    In the real world a PR flyer campaign that gets sent out to someone’s home runs the off chance of reaching their market that’s possibly not interested or that’s not in need of the offer or service.

    These businesses only take part if they want to.

    I appreciate your review. If after reading my comment you would like to further the conversation, I would be pleased to do so.

  2. Wendy

    Actually, Facebook Liking Tuesdays (#FBLT) was started in the construction industry by @Sundt with a lot of help from @AZDuraWrap, RigginsConst and others. Yes, the original point was to get more followers to our Facebook page. However, it soon became evident that it was a better used for businesses to network with other businesses. Most of the people that join in on #FBLT are tweeting on behalf of their companies and most do not “like” Facebook pages under their personal account, they have their own company’s Facebook pages “like” other company pages. These numbers do not show up as part of the Followers counted on the main page. You can see what pages like your page if you click on “people like this” and choose pages from the dropdown in the window that opens.

    Social media can sometimes feel a little lonely, oddly enough, and the biggest benefit of #FBLT has not been additional followers to our pages, but an ever growing business network that supports each other. When logged in as your page, you can see the posts from the companies your page has liked and see what others in your industry are doing, what your competition is throwing out there and generally what’s “hopping” on Facebook from a business point of view.

    Since I launched the idea in February I have realized that Facebook followers who are not interested really don’t make a difference, because they don’t interact with you. You are absolutely right. But don’t discount the entire movement, because it has had a lot of benefits to those of us handling social media for businesses. :)

  3. Wendy

    Here’s a note that I wrote when the idea first started getting popular to explain it, if you’re interested:

  4. Roxanne

    Social media, in a B2B perspective, is still at the precipice of what it can and will turn into. #FBLT or Facebook Liking Tuesday has been a definite growing trend in Twitter and on Facebook for businesses to find other businesses in their industry, and find out what is going on.

    I know since my company and I started helping with #FBLT we’ve seen our interaction grow tremendously, and not just with Facebook, but with Twitter. Engagement and interaction are the key with social media, as most of us well know. #FBLT is just another way that we businesses can connect with each other. It doesn’t always have to do with someone “who sells something you have absolutely no interest in”, but sometimes, yes, it does, because social media is social, and not everyone is (or wishes to be) limited in the fact that they will only follow or interact with those that they may have potential business with.

    I can see where you are coming from, but I also see the benefits from participating in Facebook Liking Tuesday. Thanks!

  5. Pam Aungst Teubner

    #FBLT is about fostering engagement between businesses in social media. It has worked wonders for increasing not only our follower count, but more importantly, the active communications between our company and other businesses on both Facebook and Twitter. Although those businesses are not always a part of our target market, the conversations that we have with the businesses that we meet through #FBLT catch the attention of those that are, and we have indeed generated leads that were directly traceable to our #FBLT efforts. And we are most certainly not a company that everyone needs, such as a plumber.

    Social media is about engagement, but before you can engage with a new audience, you need exposure to that audience. Selectively choosing who you are going to converse with via social media and hoping that they have a need for your product is a time-intensive strategy with a much lower success rate than high-exposure engagement with large audiences. In a 24 hour period last Tuesday, #FBLT tweets generated 1,388,704 impressions, reaching an audience of 166,571 followers. I would have never found those companies that ended up giving us leads through the #FBLT effort if I had been spending my time scouring the web for only the most relevant followers and fans.

    Social media is part of an effective inbound marketing strategy. Inbound marketing is about pulling customers in, offering genuinely interesting content and conversation, and establishing an image of yourself as an authority in your field. Not everyone has an immediate need for your product on the day you happen to meet them, but they might eventually have a need for it, and when they do, they’ll remember you much more fondly if you have been having ongoing interesting and fun conversations with them as part of a large general audience on social media, as opposed to “go[ing] after” them with “offers they will be interested in”.

    – @etplastics aka @pam4187

  6. Kyle Thill

    While I agree with your point, I’d have to disagree in there being no value given to the associations, interaction and learning that can be taken away from the circle. Associations like this aren’t new, Jaycees, Lion’s Clubs and many other business social groups predated any social media effort by ions. Not everything is measured immediately on the bottom line. We appreciate our exposure to other business knowing that the primary benefit will be educational.

  7. FabAmy

    This is just a prime example of the people who don’t “get” social media. That’s a phrase that includes the word “SOCIAL.” Twitter is used to build relationships. If people like you, even if they don’t need your product at the time, they will do business with you. They will tell others about you. You have to interact. You can’t just post information about your company on Facebook. You have to ENGAGE.
    By the way, #FBLT wasn’t started by a plumber in Canada, but a few companies in the construction industry, mostly in the SouthWestern part of the US. In February.

  8. Bridget Willard

    Hi Nancy,

    As one of the early adopters of #FBLT, I’d like to weigh in on your post.

    Many of us were following each other on Twitter and had developed relationships already. Once Facebook changed the way Pages function and they could like and interact with one another, a few of us started (@Sundt, @AZDuraWrap, among the first) using this hashtag to say, “Hey, we’re following each other already, why not like our Fan Page, too?”

    I would say that I have deepened relationships because of this weekly hashtag event.

    Of course, there are always accounts that will hijack anything good, but the intention isn’t as strange as you make it sound.

    The digital world and it’s accepted set of behaviors do not always translate into the physical world as I would never actually follow any of these people down the street, nor would I pop over into their office and write on their wall.

    Perhaps you could join in the fun and see what connections you can make and then revisit the subject?


    Bridget Willard
    Office Manager | Social Media Manager
    Riggins Construction & Management, Inc.

  9. Robyn

    You bring up a good point, Nancy, and I certainly agree that it does not make sense to #FBLT someone who is not in your industry. But I have to disagree with you about the #FBLT hashtag being a waste of time. I think Twitter is about building relationships. Twitter is already a customer service tool and I think it could be a sales channel if you maintain solid business relationships. Just like in the real world, the benefits of #FBLT will be felt over time – it’s a marathon and not a sprint, as they say. Check out these links for more info: , ,

  10. Kendra

    Hi Nancy,

    I believe the point of #FBLT is to connect people in similar circles. I am sure you have gone into a store and came out with something you didn’t intend to buy… engagement and brand awareness are at the heart of #FBLT. Perhaps you should give it a try.

    Thanks for being open to feedback,


  11. Cherryl Lidster

    There’s no doubt that Twitter is definitely amazing professionally, my partner and I usually up-date my very own twitter updates and scan other people. I definitely enjoyed your posting and will come back before long.

  12. Ben

    I guess I understand that bashing something on a post will get you attention at your blog but it seems very short sighted as that is the only reason I can see someone doing this kind of post.

    When Twitter came out people were saying things just like that it would not work and it was pointless internet noise. I partly make my living with twitter now…. How about before bashing something before it can grow or fail you sit back and see what happens? Who knows it may in the end help you out.

    There is nothing to loose for those that participate and in the end if a few seconds of my day gain me a client it was time well spent. Even if there was a ton of useless liking and such going on. I could have spent those few seconds (no exaggeration here few SECONDS) making a coffee instead and would have guaranteed no gained client or maybe rolled the dice and got one by a tweet…. How could that possibly be a bad or useless thing?


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