I know social media marketing is a hot topic these days and there are a lot of companies attempting to get their foot in the door with social networks. The appeal of these networks is incredible, mainly for the viral and exponential nature of the system.
My network is a connected graph with exponential growth possibilities. My 400+ friends all have approximately 350 friends (on average and informally) if any company can get their foot into the door and illicit a response from my friends and their friends then the brand spread and effectiveness of that “sharing” can be astounding.
In addition to that it’s much more than the one way conversation that Television, Radio and even a Landing Page can provide. I get feedback, I gain key influencers, brand advocates and it’s the consumers doing the marketing for me. This dynamic is much more than a shift, it’s a paradigm shift in the way we consumer, promote and self market to each other.
So what does this mean for the average company and internet marketer?
Well to be quite honest it means that you’re not likely doing anything with your social media presence. The fact is that the vast majority of companies out there are not effectively utilizing their Facebook presence.
Having said that I have informally seen a great deal of excellent brand identities on Facebook. I’m also going to ignore some of the more popular examples here like Ford, Starbucks and Heinz.
I’m looking at smaller operations that have actionable changes you can make that will help you make more of your page, presence and ROI. Some of my personal favorites are:
Looking at these three, and yes all of them come from my casual usage of Facebook rather than any in depth digging. These are quite simply excellent pages that keep me interested, returning, visiting and interacting. This is isn’t a massive empirical case study, this is me looking at things that just “work”.
Let’s break it down what do these people do that most people do not do on Facebook?
- Mention users by name. They thank new members and reference them directly. This is a great way to start a 2 way conversation.
- Utilize events. I’m always surprised at how few brands actually maintain the events on their page through the events application. It’s not only a great way to determine participation, it helps to organize the event as well.
- Allow user submitted photographs. This is a key for the travel and tourism sector since it’s so applicable but it’s something that many brands can leverage. Think about it, lots of room here for innovative ideas.
- Respond to comment threads without sounding impersonal. By actually naming the commentor and responding like a real live human being rather than a 2 dimensional drone then there is a ton of opportunity to interact directly with your users and build strong relationships.
- Asking questions. This doesn’t have to be exactly polling per say. Just update the status and ask a question, you might be surprised at what comes out of it, like lots of comments and even more visitors and people interacting with your page which is the goal here.
- Exclusive Facebook only Offers. I get alot of grief for ever bringing this up but it’s a key way to get new users. I know you have users on your main domain already, maybe they are members of your facebook presence, maybe not. But do not offer the same thing to both, welcome them to join you on Facebook to become eligible - exclusivity is important, plus joining you doesn’t cost a thing.
- Nifty, groovy, neato Facebook applications. Now obviously if you have the budget creating an extremely useful custom Facebook application is preferable here since it makes you stand out from the crowd in a big way but for those on a shoestring budget consider adding even the most simple applications like Social RSS which will automatically post your content from your blog or news site onto your facebook page without human intervention. It’s simpe, it’s free and it keep your content flowing on Facebook. There is nothing worse than a stale page.
- Add notes to your Facebook Page. This means unique Facebook only content. Yeah that’s right, only on Facebook. This increases the exclusivity of being a member, if you clone your current efforts then you will severely reduce the attraction and interaction on your page. What is the point after all of having members who do not interact? Nada, zip, zero.
- Use videos. Not high production quality videos. I mean grass roots real live videos, simple, fun and engaging. Think about a walk through of your office, handheld videos from events. This is Facebook and Social Media Marketing is not the same as traditional marketing. You don’t need a fancy intro, a bit of camera jiggle is fine and non scripted videos make people like you more, you’re real. You are after all real, aren’t you?
- Incite conversation. This means being controversial but not rude. We don’t want to get people angry (unless your goal is to rile people up into action) but you do want to get them talking on a controversial debate. Why not? Play the referee, being on either side of a debate will alienate people to you and we definitely do not want that.
That a pretty basic actionable breakdown of things you can work into your social media marketing strategy without breaking the bank or hiring a team of 10 people to manage. This stuff is easy, so get on out there and start optimizing your own Facebook presence, these actions have a huge ROI and lead to many many good things.