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Do Your Facebook Fans Really Like You That Much?

Day after day, in discussions about Facebook and other such social community sites, one recurring theme keeps popping to the surface.  The pronouncement, usually delivered with near- panic emphasis, sounds something like this: “we’ve got to increase our number of Facebook “Likes”! I sometimes wonder what the speaker thinks might happen if they didn’t accomplish that goal.

Apparently, the almost universal assumption is that once a person “likes” your page, they are going to keep returning again and again to discover what kind of vital information you will be imparting to them next.  Is anything any of us says or writes on a regular basis ever quite THAT important?  And the real truth is that a “like” on a page doesn’t guarantee that the new fan will ever come back to that page and participate, or even read any of your updates. In fact, statistics show that it’s usually not the case at all.  A recent AdAge article cited a study that demonstrated that only 1% of fans on the biggest brand pages actually engage with the brand at all.  Similar studies have indicated that as few as .5% of those who “Like” a page will even take the time to return to that page – ever!

Now I don’t want to insinuate that “Likes” are never important.  It’s obviously true that the more Likes you have, the more people your message is reaching.  But it’s really only part of the equation.  What difference does it make, for instance, if you’ve accumulated hundreds or even thousands of Likes for your brand page and very few of them are the right target audience?  And if they are the proper community of advocates, are you sure they are engaging with your regular message and passing that message on to their peers?  If they aren’t, the real value of a “Like’ is somewhat limited.

So then what causes someone to ‘Like’ something in the first place? The answer seems kind of obvious, doesn’t it?  They ‘Like’ it because they like it. Believe it or not, they might even agree with what you are saying. It may be an exciting piece of news that they latch on to.  Maybe it’s a subject they want to know more about. Or, maybe they want to get the FREE stuff you’re offering, win your contests, support your social agenda, or just lend you, their friend, some   well-deserved support. In other words, they found something that attracted them to your page and then made the decision to acknowledge they had visited.  They did NOT, however, pledge their binding commitment to you for eternity!

What we’re really looking to keep is plenty of continued engagement.  Did your reader leave a comment?  Did they return once the contest or promotion was over? Did they purchase, lease, or express further interest in your product or service?  Are you continuing to provide them with great content that will draw them, and possibly their friend, to your page again?

The bottom line is…Don’t just become a collector of fans and likes.  Help your new community accomplish something together!  They’ve already taken an important step and acknowledged they are now a part of your group.  To some degree, they’re now waiting for you to continually define what the next steps should be in your relationship.  Make sure you let them know what those steps should be.  Make sure they know they are always cared for and appreciated, as well as “Liked.” Make those Likes actually mean something!

Teamwork – Always a Reliable Business Practice

We KNOW that the year is 2012 and we KNOW that the marketing and advertising sites are filled with blogs and articles about all the latest social media technology, tools, tips, and strategies.  But we also believe that it often pays to get “back to the basics,” when marketing your company, products or services.  Let’s talk about one of those key “basics” today – teamwork.

One of the attributes we pride ourselves on is a sense of teamwork.  For us, it means utilizing the skills of every member of our firm to help our customers, no matter what service we are performing for them.  We make it a daily practice to bounce our ideas off one another.  We find that any marketing strategy can benefit from effective examination through the eyes of a diverse group of people.

Within our group, everyone knows each other well and can always feel comfortable seeking out the unique perspective that every member brings to the table.   We’re not saying that these discussions always lead to a breathtaking “aha” moment, but we firmly believe that this day-to-day practice provides substantial benefit to our customers.

One recent example of our team’s effective teamwork is the redesigning of our own website.  Initial ideas for the structure and design were created by our Art Department.  Those designs were explained, reviewed, and “story-boarded” with colleagues who worked in much different departments, i.e. analytics, on-line ad posting, and blog writing.  Each of those colleagues contributed critical pieces of the site’s content, after which further revisions were made.  When all of the pieces came together into a cohesive whole, the project was placed back into the hands of the web designers and developers to refine the technical aspects of the finished site.  Just before the new site launched, we conducted another review of the complete concept by all of our staff, resulting in further “tweaks” to communicate key ideas.

We are admittedly biased, but we believe that our newly completed web presence more clearly conveys what we want it to say, thanks to the honesty, candor and originality of our team members.

Teamwork may not be one of today’s “high-tech” concepts, but we are firm believers in its value.  While we believe in staying close to the cutting edge of technology, we know that our day to day work benefits from blending technology with tried and true methods, such as teamwork.  We are convinced of the intrinsic value of every member of our devoted and enthusiastic staff and regularly invite them to contribute their talents and energy to every project that we take on.

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