Right to the point.
I’m going to cut straight into the meat and potatoes on this one. Since a few of these ideas have been planted in the heads of our clients, I have had to explain some of the facts and myths about the almighty, powerful advertising tool known as Facebook.
MYTH: If you build it, they will come.
Sorry Kevin, that worked in your cornfield once, but not here on Facebook.
I have had clients ask me why their page is growing, but their sales aren’t.
The reason: It’s easy to make a fan page. A very basic page can set up in just a few minutes, but it requires links to your website from your fan page and a link from your website to your Facebook. It’s not like your clients and customers search Facebook daily for your page in hopes that today is the day it exist, you have to reach out to them by having your Facebook page on every piece of advertisement you have.
A Facebook page isn’t an online catalog, it’s a highlight reel.
You are showing the best of the best of your line up, and at the same time you are making content worth sharing, liking, and discussing. One of the clients we work for at Anchor Communications is a jewelry store. Usually with companies we will find everything related to that companies product, like for example diamonds, and we find quotes, jokes, pictures, and as much other content as possible for them.
One thing we began doing was posting cute animals on Wednesday. Completely unrelated to the site, but they get likes and shares. This filler, or “test trial” as we called it, has quickly taken off. People go in to get pictures of their dogs at the store now and it’s one of those things that has helped the company seem more personal.
So to wrap it up. Building a page doesn’t bring in customers — great advertising and creating quality content brings them in.
Myth: It doesn’t matter what people say about my company on Facebook.
Ah yes, the “it’s just facebook, who cares” mindset.
People post everything to Facebook, and yes, I have seen just about everything posted to the site since I became a member back in 2006. People will put what’s on their mind regardless of what it is. Especially when they’re angry. Being a young college guy, I have many friends who are constantly dealing with the financial aid office, work and bills. They will, on occasion, get angry when the internet provider is having spotty service, or when they are told they owe $500 dollars for unpaid bills even though they cancelled the service months ago (true story of my roommate). When people are frustrated, they take their anger out where they see fit. Thanks to the constant, easy use of smartphones and the Internet, frustrations are vented much quicker.
Personally, if I ever research a company I will look at their reviews before buying from them. A bad review once in a few month period isn’t the end of your business, but if you’re getting bad reviews monthly, or even weekly, then you have an issue. When multiple people are talking about a topic on Facebook, that topic or company will show up at the top of home pages as a popular trend.
So while one bad review here or there isn’t life ending, it does not go unnoticed if the trend continues. It may lead a few customers to choose competitors over you…and we don’t want that.
Blog written by: Scott Criscione, Social Media Strategist