Some months ago, a PR person for Gogo handed me a few freebies I probably couldn’t use: three free passes for that company’s inflight WiFi service. (Ethics aside, almost all of my transcon flights are on planes that don’t employ its connectivity, while on shorter flights Gogo’s unintentional free access to Google apps suffices.) Many weeks later, I finally remembered that I could try giving the passes to readers with the Offers function on my Facebook page.
It seemed simple enough: You create a special post on your page with the image and brief description of your choice, you set an expiration date and limit how many people can claim the deal, and you watch the audience love roll in.
But I didn’t realize, by virtue of not reading the documentation before, that readers would have to take an extra step to collect this freebie. The lucky winners got an e-mail with this instruction: “To use the offer, visit Rob Pegoraro and show this email.”
As the page owner, meanwhile, I only got a notification that the offer had been claimed–without a hint of who had won it. As Facebook’s help explains: “To protect the privacy of the individuals who claimed your offer, you will not be able to see any of their personal information.” They’d have to get back to me somehow.
I wasn’t planning on any face-to-face interaction, but I didn’t get much of the digital sort either. One longtime reader left a comment saying he’d redeemed the offer–I took him at his word and e-mailed one of the three Gogo alphanumeric codes–and nobody else responded, even after I posted comments imploring them to e-mail me.
That’s bad in the sense that I have some readers wondering why they never received the free inflight WiFi they sought. But it’s good in the sense that Facebook seems to have defaulted to privacy at the expense of marketing convenience.
That, in turn, matches up with such Page limits as my not being able to send messages to fans unless they’ve sent me one first. So if you were holding off on Liking my page because you didn’t want your name in lights–go ahead, since even I probably won’t know unless I spend a lot of time scrolling through Graph Search results for “people who like Rob Pegoraro.”
(Whoever can see your profile will, however, see your new Like. If they already mock you for your taste in tech news, you might want to hold off on the appreciation.)
In the meantime, I have two Gogo passes left. Let’s do this instead: E-mail me about how you’ll make great use of them, and the first two people to send a persuasive story will have the codes in their inboxes soon after.