Recently I have noticed a stream of chatter about the number of subscribers (likes) on a Facebook page not being used as a metric of success. When I hear or read it, it is usually accompanied with statements about having a small community of dedicated followers genuinely interesting in conversing about the company or brand. I may loose some peer points by saying this, but for most businesses, this is a misguided approach to Facebook.
Generating brand-consumer and consumer-consumer conversation on Facebook is an important goal. However, this is obtained through a high number of subscribers who use the inherent features of Facebook. Further, strategizing toward this single goal tends to produce some tactics and campaigns that I can only describe as “reaching”, which can lead to a failed initiative or negative ROI. To drive it home even more, this goal alone barely scratches the surface of the benefits provided by Facebook.
A company has to carefully consider how best to position itself on Facebook, including defining a strategy and being deliberate with its execution. However, fundamental marketing tactics should not be ignored or replaced with something entirely new.
First and foremost a business must understand that, within Facebook, they are operating among consumers in a technical construct similar to a consumer, but they are still a business and are expected to behave as such. In my experience, most consumers expect something that falls within the realm of a basic business function – customer service, support, promotions, offers, public relations, brand loyalty programs, etc. The first challenge is about developing engaging methods to perform any combination of these existing functions on Facebook. With proper concept and execution, the dedicated followers and conversations can naturally occur.
When performed in moderation, the notion that if a business markets to consumers on Facebook in a traditional manner they will be disliked, is simply false. Rather, if a business attempts to be something they are not in order to solicit conversation, they run the risk of being labeled artificial or “trying to hard”.
Experimenting with Facebook is great way to gain an understanding of how consumers will receive marketing tactics and standard business functions on Facebook. For example, if a business knows it obtains a .03% redemption rate of a particular coupon through a direct mailing, drop a coupon to the business’ Facebook subscribers or through a Facebook advertising campaign and compare the results. Another helpful tactic is to make wall posts rooted in different business functions and compare the interactions to the posts.
Through all the hype and struggle to “be social”, remember that, at the base level Facebook is a media just like any other media and fundamental philosophies should be applied. More subscribers means more marketing opportunities – sometimes it’s just that simple.
I check out the Wall of these Facebook pages from time to time:
Chili’s: Primarily offers, coupons and giveaways – 923,763 subscribers.
Home Depot: Primarily an extension of their existing sell-by-how-to approach blended with public relations and general conversation – 411,130 subscribers.
Sears: A combination of customer service and product promotion blended with general conversation – 631,136 subscribers.
Facebook: Promotion through user success stories and announcements – 47,815,792 subscribers.
