In a recent Facebook promotion, Burger King Norway created a new Facebook page for its most loyal fans. Fans of the current Facebook page were given the option to like the new or to "sell out" and receive a free Big Mac and be banned for life from the new Facebook page. The result was more than 30,000 sell-outs and 8,481 likes on the new Facebook page. The upside for the new page was that engagement was five times higher.
While this one is more stunt than strategy, it does beg the question: Could brand/organization Facebook pages become happier and more productive communities if they shed some of their dead weight? It's something to ponder as most brands continue to operate by the de facto philosophy he who has the most likes/followers wins.