Rewarding New Facebook Fans: Good Business Or "Black Hat" SEO Tactic?

Rewarding people for "liking" a brand on Facebook has created some eye-popping headlines.  Bing offered FarmVille players three units of "Farm Cash" for friending the search engine on Facebook, and the outcome was 400,000 new fans in a day.  Einstein Bagels offered a free bagel to new fans and increased its fan count from 4,700 to near 350,000 in three days.  It's hard to argue with success, but could tactics like these come back to haunt brands as the next generation of search evolves in the coming years?  

Bing recently launched a new social feature on its search engine.  If you're logged into Facebook when you conduct a search on Bing, you will see specially highlighted search results of links or brands that your Facebook friends have liked.  The "Liked Results" feature makes sense--it's as if your friends are beside you as you search and chiming in with their personal recommendations.

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