I’ve been active on Facebook for about two and a half years. The main value to me is the ease with which I can keep up with my far-flung friends. But I have “Liked” numerous businesses, and I have done that for several reasons: (1) To receive news about the business, (2) To obtain special discounts, (3) Because their postings amuse me, and (4) To feel a part of the brand, by commenting and contributing postings. On several occasions, my Facebook interests have resulted in me actually making purchases based on personalized marketing displayed on my Facebook home page. That’s the Win-Win inherent in social media marketing.
If you don’t want me (and others like me) to Unlike your business, here’s what you need to do:
• Communicate with us in a personal way that allows us to feel like insiders. We want to be “in the know” about your business.
• Allow us, your customers, to tell stories that enrich your brand.
• Ask for our input to influence your products.
• Engage us, by soliciting postings, comments, photos, etc.
• Be very responsive to our questions and needs. We need to know that there are real people behind the Facebook curtain!
• Don’t require me to compromise my security or share my friends info (which is not mine to share), in order to be eligible for contests or giveaways.
• Make our connection personal. For example, “Meet the people behind _________” (a product, a service).
• Post content I will be inclined to share with others, because it’s so interesting or funny or helpful.
• Educate and enlighten me. Don’t just try to spoon me corporate spin.
• Never, never, never put your postings on autopilot via a contracted service!
Revitalize your business’s Facebook activity, or I won’t Like you anymore.
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