It is no secret that we live in the Facebook era. What’s private is public and what’s yours is shared. The value of an online community of an estimated 800 million users actively posting, “like”-ing, and sharing is undeniable. Its ability to spark revolutions and organize flash dance mobs speaks to our own innate drive to connect socially and to the cathartic nature of info-sharing.
Herein lies mega opportunity. Businesses are flocking to Facebook to do some sharing of their own, forever changing the way that brands and consumers interact. With the platform to showcase their business in a language and format that is all too familiar to the Facebook masses, businesses of all sizes, from Coca-Cola to your local diner, are all on Facebook and looking for your “like.”
But as Paul Gillian explains in his article Facebook Tips for Midsize Businesses, many businesses are not fully harnessing the potential reach of Facebook. He refers to David Brody, managing partner of North Social, a company that helps businesses enhance their Facebook presence with a number of different apps. Brody explains that it is not all about “likes.” To the prom king’s dismay, a successful social presence is more than a popularity contest. Research shows that only a small percentage of Facebook users who “like” a page actually return to it. With the traditional rules of marketing rocked by constant changes to social, how do brands achieve a loyal and motivated fan base–one that comments, purchases, shares, and ultimately returns?
Creating relevant content is especially important. Special offers, online stores, and contests are instrumental elements of any fan page. Brody recommends being creative with promotions and getting fans involved with games and giveaways. The experimental nature of social allows businesses to be relevant and to adjust; to be interesting, exciting, and engaging. These are the new rules.