Attracting Facebook fans is easy. Keeping them, engaging them and mobilizing them will present more of a challenge. Begin by maximizing Facebook’s potential with a conversation strategy.
Down to the basics
The reality is that few people on Facebook are looking to fan a brand. That is, unless they truly love a certain brand, they are unlikely to hit the ‘become a fan’ button. Moreover, almost ninety percent of fans never go to a brand’s fan page. They engage via their news feed.
Less window dressing – more conversation
The most obvious conclusion is that you will want to put less time in window dressing and more into a cohesive and targeted conversation strategy. Only when your conversation strategy is solid will integrated advertising make sense.
Take to heart what Facebook recommends everyone do on a monthly basis
Facebook provides solid recommendations to make your conversation strategy by telling you to gather your marketing team and map out product, advertising and promotion plans for the month. Set realistic priorities and determine a compatible conversation strategy that avoids excess promotion and creates a balance of the following:
1. Questions that will stimulate reaction, feedback and even criticism
2. A mix of content (video, images, entertainment) that will be both useful and welcome
3. Provide non-intrusive offers or incentives that can be engaging, shared and tracked
Once you have run the above, closely scrutinize metrics and recalibrate where necessary. Start small – redefining and reframing the conversation as you go.
It’s only a matter of time before everyone you want to connect with is on Facebook. You may want to get better at finding them, attracting them and engaging with them.
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