So, you have been on Facebook for quite some time and even got a business page setup for your brand in one proud moment. You expected people to like your jokes, share your photos and comment on your posts, as they have been doing on your competitors Facebook page.
However, nothing seems to be working and the loneliness if starting to hurt your brand. Well, failure at community management is the most common mistake committed by brands. This hurts their chances to make any breakthrough in lead generation, client servicing, and becoming a brand that is social and connected.
Why this happens?
- Lack of Objectives: Facebook is a great marketing platform or that’s what you heard from someone. However, don’t forget that the rules of marketing still uphold for the social network. Start by defining your social media objectives. What do you plan to do with your Facebook page and the SM identity in general? What are the end objectives? Thinking about these questions would help you define your branding and content strategy.
- Push Strategy: Give your fans what they want and not what you are. Post what you core community is interested in and not just what you are good at. Bottom line is do not hard sell trying to make a traditional sales pitch. Be social and become part of the conversation!
- Know your community: Make use of range of free analytic tools like Facebook Insights, SocialMention and Google Alerts to know where your community resides and what they are talking about. Start listening to their conversations on social networks, blogs, forums and jump in where ever you can without being too nosey.
- Have a content strategy: Develop a social media calendar for your content strategy that could deliver high engagement levels i.e. where users willingly choose to embrace you brand. You can do that by developing Facebook apps, coupons, contests, videos, cartoons etc. Your fans or their friends will always trace back the links to your online identity getting you more traffic and viral engagement. Never abandon your Facebook page and always keep it updated.
Remember social networks like Facebook helps you embrace social i.e. relying on users recommendations and likes to give thumbs up to your products and services, so that even their friends become positively disposed towards your brand. Can you choose to ignore it?