Built into a social media tactic for a brand’s Facebook Page is the always-popular incentive: a contest, a giveaway, something really special. But what if it’s not incentive enough to keep fans actual fans?Sure, word-of-mouth (WOM) contests are the tactic of choice for brands on Facebook, but the problem is it’s only stimulating one’s interest for a season—not a summer, winter or spring. What evidence is there to show for fan declines on Facebook? Plenty.
After Papa John’s free medium pizza push lost its edge, it started losing fans by the thousands. Its page pretty much went dormant after the Super Bowl. In its earlier Facebook Page years, Crest Whitestrips (Proctor & Gamble) dropped 4,000 of its fans after a launch ‘smile’ promotion left little WOM impressions. Having to report numbers to your respected client, I don’t think they’ll appreciate such declines. For most, a loss of fans or members in social networks is like seeing the Dow drop 777 points; it’s monumental and the problem is no one’s buying what you're selling.
There are many ways to avoid the dreaded brand fan decline. Here are some that I’ve used in conversation with clients looking to jump on Facebook with their brand:
• A call for C-suite level involvement- If a client thinks for one minute that I am going to respond to all of the brand comments, in particular, the quips with products or services, on wall posts and discussion boards, it is wrong for them to assume so. I may be a representative but I can’t talk about a brand the way the person behind the brand can. Putting a senior level official into the mix of conversation may open themselves up to ridicule, but it’s hands-off now and fans want to know C-suites are listening—and that it’s not some receptionist behind the desk trashing complaints. Sometimes the ridicules are just a test to see if someone is actually there and listening.
• Find your #1 brand fan- somewhere out there, someone loves your product, so why not crown him or her your #1 fan on Facebook? Companies are seeing the potential in categorizing brand fans in terms of activity, and are now offering their services to address the need. #1 fans can make a lot of headway on Facebook, which includes making their friends fans of your brand. From status updates about a company’s product or service working out in a certain situation, to subscribing to the monthly e-newsletter, you can be assured this person will work for you, not against you. Okay, so maybe your #1 brand fan doesn’t have that many friends, but give him or her the credit they deserve and be patient with the fan-building process.
• Leverage the Twitter base- I think Twitter is an absolute must to supplement Facebook brand-building efforts. Why? Anyone who’s active on Twitter is most certainly active on Facebook. Plus, Twitter has warp-speed response time, and a quick reply to someone bashing your brand may make a 180-degree difference. Who once was a brand antagonist now is touting your brand on Twitter and they’ve joined your Facebook page too. Twitter is also a long-lead base because it allows for long-term and continuous, and might I add that the interface is composed so effortlessly. It’s hard to justify long-winded dialogue on a Facebook Page. Try wall-to-wall but eh, no-- Twitter is better. If you haven’t already, create a Twitter account, start talking and link your “want more?” motive to your brand's Facebook Page.
• Themed days and events- This goes right along with the contest idea, and if you want contests or a way to keep fans hungry for more about your client's brand, make every month a new month for the Facebook page. This means coining a fun event name for that month that coincides with the brand’s key messages. To use a hypothetical example for Crest Whitestrips: Crest announces May as “wear your smile proud” month. Fans are invited to upload as many quirky pictures in different landmark locations where they’re showcasing their teeth smile. The best teeth smile in the most patriotic situation wins a year’s supply of Crest Whitestrips. That’s just one example of what Crest (or you) can do for your client. Go on—be creative.
If you’re having trouble figuring out how to build a brand’s Facebook page, use these suggestions as a strategic guide to planning your client’s next social media move.