1. Be clearBusinesses will commonly already interact with their customers in a multitude of ways; through their main company website to magazine articles or company adverts, show/exhibition stands, Twitter and YouTube accounts, staff email signatures and even company business cards. Adding obvious references to the businesses Facebook fan page in and on all of these existing interactions can very simply and effectively build awareness and drive increased traffic.
2. Be generousFrom providing selective discounts, first-look new product demos or fan exclusive content, making people feel that they are part of the chosen few and being treated in a special way will go a long way to ensuring their “Like” and their loyalty. Commonly these types of mutually beneficial interactions can lead to users sharing valuable content with their networks which further increases visibility and reach.
3. Be likeableHowever tempting it might be, businesses must resist the urge to consistently blurt out the well-worn company sales pitch over the Facebook page. Consumers spend their lives being marketed to and social media is their play time. If a business?s Facebook page resembles nothing more than a thinly veiled advert, fans will steer clear and/or disappear faster than you can double click. Look to provide engaging, helpful, relevant, amusing, thought provoking, insightful and/or valuable information at all times. By becoming recognised as a lot more than just another bland, faceless corporation, you will not only gain new followers but existing fans will far more readily spread your news.
4. Be cleverBy using Facebook Insights businesses can analyse information gathered about how users are engaging with their published content. Are fans consuming content at work, on a mobile device or only responding to video? Are they reacting better to one or two posts per day, etc? By building up an understanding of what is having the most positive impact on users, activity can be tailored and streamlined to engage most effectively and have content shared most rapidly.
5. Be creativeLike any other marketing strategy, one of the keys to success on Facebook is through consistent and positive visibility. Asking questions of existing fans is a great way to encourage comments and keep your post visible. Research?shows that employing the words “where”, “when”, “would” and “should” increases engagement. Posts that include “would” consistently see the greatest interaction because they allow fans to respond through a simple “Like” rather than having to write a comment. Posed questions which enable users to display positive elements of their personality and broadcast these to their friends, proving their insight, thoughtfulness or intelligence can lead to high levels of interaction and therefore visibility. Henry Lewington is managing director of WebEden.co.uk.
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