It’s a good question. It also rarely gets asked. Instead, people ask, “How do I get people to like my Facebook page?”
I know that the distinction seems minor, but it’s almost night and day. Same root, different branch. Don’t try to figure out how to get people. Learn why people like pages, then build your strategy from there. The goal may be to get more people to like your page, but the path stems from the source question.
Why DO customers like your Facebook page? According to ExactTarget, here’s a breakdown that may help you get a feel for the answer.
Notice that I said, “…help you get a feel for the answer.” The real answer isn’t in the graphic. It’s a good base, but you must apply what you know about your business and what happens on the page to come up with YOUR answer.
You can also use the information to help you craft the kind of content you put on your pages. For example, a lot of businesses gear their Facebook page around being a comment section or forum for customer service. This sounds good, but in reality, Facebook is not the answer. Yes, people will complain or share ideas with you about your business on Facebook, but as the graphic indicates, only 13% of people like a page for that reason. If your page encourages those kinds of posts and promotes itself as that kind of venue, you aren’t being attractive to 87% of the people out there.
Twitter is excellent for this use – just FYI.
There are tons of businesses that use Facebook to promote discounts and promotions and rightfully so, according to the graphic. However, do not force these types of promotions if it doesn’t fit with your business. Realtors, for example, could never benefit from this approach. Imagine…
“Mention Facebook and get 10% off your next house purchase!”
It’s probably not a good use of Facebook by a Realtor and may end up getting you into financial trouble.
As with anything, take the information, put some thought into it, and apply what you know about your own business. Facebook isn’t very different from any other traditional form of marketing. The same basic premise still holds true.
You just have to be a little more clever than you are with radio advertising.