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.
I was moderating a small panel at a conference about two and a half years ago that focused on Facebook fans. The two panelists represented the two different sides of Facebook promotion at the time: one focused on local quality fans and the other focused on bulk fans. After the debate, one might have called it a draw. That was over two years ago. Today, there’s really only one side that deserves any representation at all. Local businesses should focus solely on getting local fans, period. To get a broad reach of fans outside of the market area as a local business can do more harm than good.
… you should only care about the ones that can buy from you.
At what point did the concept of social networking really take off? Was when people started to use it to communicate with each other, or was when people start using it to play games with one another? There are more people today playing games on Facebook than there were just a few years ago. Is social networking becoming just another platform for people to play games?
So you have a Facebook page for your business, you have a Twitter account, you’re doing all you think you need to do to have a good, strong online presence. And that’s very good, but all the tweets in the world might not amount to a hill of beans unless you remember one very important thing: the human factor.
Some may try to call me out on the title of this post. “Don’t you mean ‘strategies’ plural?”
If you’re on Facebook, Twitter or really any social network, you probably saw a lot of the red and pink equal sign pictured above. If you’re wondering what it is, it’s a sign promoted by the Human Rights Campaign, advocating for equal rights for lesbian, gay, bisexual and transgender (GLBT) people. The Supreme Court is meeting this week in Washington to discuss the issue of gay marriage, Proposition 8, and the Defense of Marriage Act, and the people on both sides of the issue are coming out strong to support their beliefs. It’s strange to see social media suddenly become such a fertile ground for political discourse, but there are many lessons to learn for the smart SEO and SEM company.
We live in an increasingly connected world where it is harder to unplug from the daily din of life. Social media allows us to interact with anyone, anywhere, who is in isolation even if there is no one physically surrounding us. A virtual presence can provide us with instant responses from anywhere but it can’t create a physical one. It’s the physical presence that forms social bonds not forged through social media.