Facebook has a promise that it has made to businesses. It’s not an official promise in writing anywhere on the site. It’s an implied promise. “We have the attention of the masses. If you want to get in front of them, we’re the biggest game in town.”
So, you have a Facebook page for your business. You’re ready to tap into the most powerful social site in the world. You want to get fans, to get people to like your page and hear your messages, to communicate with them in a meaningful way and to help drive more business.
Facebook has brought out a brilliant new addition to status updates that was desperately needed. Prepare for your news feed to be flooded with emoticons and more than likely irrelevant adjectives.
I’m not a broken record, at least I’m not trying to be. It seems that I’ve covered this topic from different angles a lot lately, but it’s simply that important to understand. In business in general and in automotive marketing in particular, getting more Facebook fans is a very low priority compared to reaching more people.
For years, the acquisition of a bigger, “better” Facebook page has been a focus of many in the social media marketing realm. There are companies that are dedicated to the task. The reality now (and for a long time, actually) is that fan acquisition for business Facebook pages is such a minor piece of the puzzle that it’s something most businesses should push to the back burner. It’s not that you don’t need them at all, but the success of a Facebook page is determined by reach and fans are only a small part of the equation.
Almost everybody and their mother (Still haven’t accepted my Mom’s friend request), has a Facebook account. Nowadays, Facebook is not only used for personal use, but by businesses as well. A variety of businesses from your local small town deli, all the way up to big names like Nike, have a Facebook page and use it to create product awareness and customer engagement. Some companies will benefit from Facebook better than others.
If you run a Facebook page, you may or may not have noticed big changes in the numbers between August and December, 2012. For those who do not run many ads, the numbers were lower than expected. For those who run ads often, the numbers were likely higher than expected. This discrepancy led many to believe that Facebook was going to a “pay to play” model and despite reassurances by Facebook that this wasn’t true, the numbers told a different story.
Facebook has been trying to crack down on text within images for some time. They made a big deal out of it when they first rolled out Timeline but it was still possible to get by without getting noticed. Today, it’s a lot harder.
There is a truly annoying trend that I’m seeing when visiting the various Facebook pages I check out on daily basis. If you were to ask the page managers if they’re trying to stand out, most would claim that it’s their goal. When you look at the actual pages, you’ll see that the exact opposite is true. So many are trying to blend in on Facebook, to post the same images and links that they see are performing well for profiles or popular pages. While this is a valid strategy, it’s definitely not the type of strategy that’s going to help you truly stand out in the sea of posts that flood everyone’s news feed.
I’ve shared this story before but it’s worth mentioned again. I was speaking to a client about their social media presence. Well, it was actually their lack of a social media presence. They didn’t have a Facebook page, they didn’t realize that they had a Twitter account that had been set to Tweet AutoBlog via RSS, and they through that Google+ was a premium service that Google was selling. Don’t laugh. This was one of the darkest days of my marketing career.