Facebook is all the rage. Like many, I can attest to the power of it. It truly is a powerful place! (*currently 96% of my business comes through facebook*)
First let's talk about reasons for having one. Although many consultants don't want or need a fan page, I had very specific reasons for creating one.
1. I wanted to be able to post frequent content relevant to what I do, which wouldn't necessarily be relevant for all of my 'friends'. I wanted people to be able to 'optin' for posts rather than getting them just because we were friends.
2. I wanted people to be able to connect with me without having to 'do the friend thing'. For many, the idea of accepting friends on facebook is still considered literally, and many are uncomfortable sending a request to someone that they don't know.
3. To create a community of people with like-minded interests, and to be able to communicate with them in a 'space' uncluttered by farmville, friends and family.
Unfortunately, many people start fan pages for the wrong reasons. The do so simply because they think that because they have a business, they are 'supposed to', or they do it to have another place to advertise.
In a poll by Exact Target, 70% of facebook users say that they do not want to be advertised to by businesses that they are fans of.
This confuses many businesses. They don't understand "why are they fans then?" The answer is, because they are! They became a fan of your page because they like you. They simply 'raised their hand' to say " I am a fan of..." That's it. They didn't say 'hi, I'm a fan, please post your ads on my wall!"
In many cases, they only became a fan because they are your friend! This article is about creating and keeping true fans!
In some cases they may become a fan because they want to know about upcoming events, MAYBE even sales, or specials (that is more common with larger brands, and they are only interested as long as they are in the market for that specific type of product). More often than not, that does not mean that they want you to advertise them the way that you are used to.
Like email, the biggest mistake that businesses make is assuming that because the customer gave them their email address, or connected via facebook or elsewhere, that they can send whatever they want to. They really only want what 'they want', not what you want them to want!
The world has changed. In the old days, you could run commercials and people 'had to watch them', or at least they did. They only had so many channels to choose from, and not a lot of other home entertainment choices, and so they did. Those who could afford TV advertising won. But then there was cable..and Tivo...and...
I often hear people say "but it works!" with regard to email spamming, and advertising in social media. "Everybody is doing it, so it must work!" I simply say "ok, then why did people rush to get on the do not call list? why do people have spam filters? why do people use Tivo and other tools to avoid commercials?" Because they don't want to hear it! Because they don't trust you anymore!
The good news is, when they connect in social networks, they do so because they like you. As long as you allow them to, and don't abuse them, they will trust you too.
So, first let's talk about how to create a useless fan page:
1. Create a page and never come back! Or post randomly when you feel like it.
2. Create a page and have some assistant somewhere or a robot do all of the posting.
3. Only talk about you and your product and what YOU want to sell!
4. Don't allow fans to post, so it's all about YOU and what YOU have to say!
5. Use it as a billboard, and don't engage in conversation.
6. Delete criticisms/complaints rather than respectfully addressing them.
How to create an effective fan page should be somewhat obvious at this point, but let me clarify and add a few, to be sure!
How to create a GREAT Facebook Fan Page that is useful and effective!
1. Be there at least twice a day. Once to post, and again to respond to any comments.
2. Post content of value to your fans - RELEVANT to THEM and their interests. (this may be articles about the upcoming trends, your vendors, suppliers, or strategic partners, or simply stuff that you know that they care about. It doesn't have to just be about you)
3. Remember it's not all about you!
4. Engage in conversation! Ask questions, say thank you, and respond to comments.
5. Ask them what they want!
6. Think about who you are talking to! Do you know who they are? what they like?
7. Think of ways to add value offline, and tell them about it online. Some ideas:
Have a fan appreciation party at your office or store
Cold & nasty outside? Tell them you understand and you've made fresh hot cider for them if they want to stop by and warm up!
Ask them what they are looking for or need right now & find ways to offer it to them!
Reward them!!! Give them deals, information and 'perks' for being your fan! Remember, they publicly raised their hand and said "I like you"! That matters! Let them know that you appreciate them.
8. Be human! Let YOU shine through. The days of corporate identity, and hiding behind logo's is a thing of the past. We like and trust people, not logos. Brand your logo, use your logo, but put a face behind it. If it can't be you, give it to someone in your company that can and will be your face. (You have to let them be real and authentic, and clear about who they are though. They can't be posing as you!).
9. Be bold! So many businesses are so worried about their image that they don't even have one! When you try to please everyone, you please no one. The world is noisy, you've got to stand out. You don't have to be overtly outrageous. Just be you! You are unique already (but nobody will know it if you don't let it show!)
10. Remember, if you want to build your fan base, give them a reason to be there! You wanting a certain number isn't enough. Let's face it, they don't care how many fans you want. Give them value, be remarkable and be relevant!
When you do, they will bring you more fans.
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