The non-fans are encouraged to Like in order to “unlock” the content behind the tab. Because information about whether a user has Liked your page is easily accessible through Facebook’s Graph API, it is relatively easy to implement a gate, or “reveal tab” as it is sometimes called.

The reason to fan-gate is fairly obvious: to increase the number of Likes by making it a requirement to access something that is presumably desirable to your fans. This could mean access to download a white paper, receive a coupon or participate in a contest.

However, this begs the question of the value of a required Like. Should this individual be considered a true fan? Is he or she likely to remain engaged with your brand after accessing whatever content you have gated?

All Likes May Not Be Created Equal

Various sources have put forth estimates for the value of a Like, ranging from $3.60 (Vitrue) to $136.38 (Syncapse). But I think most people would agree that just as in the offline world, different customers have different lifetime values.

Common sense would dictate that people who choose to Like your page on their own rather than being required to do so may have a greater affinity toward your brand. That isn’t to say that someone who Likes your page for the purpose of receiving a promotional offer won’t become a valuable fan.

The key is what you do to build a relationship with new fans after they have Liked your page. If you have provided access to something truly valuable, that person very well may stay engaged. But as soon as your posts begin appearing in the user’s news feed, if you aren’t continuing to share something relevant, he or she may quickly tune you out, hide your posts or even un-Like your page.

The combined company (if it gets the proper approvals) will be the largest US carrier by far. AT&T and T-Mobile together have about 25% more subscribers now than Verizon does. The acquisition is reportedly not about gaining new subscribers, though – it’s about improving the reliability of service overall. Additionally, the move helps AT&T prepare for the advent of 4G communication.

AT&T has been lambasted for poor service and dropped calls more times than it is likely possible to count. However, fixing the issues isn’t as easy as some would like to believe. The company is investing billions to upgrade the network. This isn’t a fast process, though. It takes YEARS to get approval and then build new towers, especially in areas such as San Francisco and New York City. These are reportedly two of the worst service areas due to congestion. Yet – the company’s hands are tied when it comes to hurrying a fix along. This proposed cellular service merger will open up many new towers, thus improving service instantly for millions of people.

The Consumerist site has posted articles both in favor of and against this marriage of companies. Now, the site wants to hear your take on the venture:

Before the sale goes under the regulators’ microscope, CU wants to hear opinions on how the everyday consumer regardless of their current wireless provider  thinks the deal will impact everything from rates to choice to customer service.

If the choice were up to you, what would you decide? Would you allow the buyout or would you throw the proverbial hand in AT&Ts face?

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