The interesting thing that few people mention is that while business hate this and consumers probably love it (more stuff from friends than promotional timeline items) it also can put a bigger responsibility on companies that want to engage with their followers to actually have content and people worth engaging WITH. The solution is to buy ads doesnt guarantee success, especially as it has been revealed there are like farms or something like that, which pile on many new fans who have no genuine interaction or interest in your product or service. A company that does not pay at all can still have a very high engagement rate, especially if their followers are actively seeking out the quality info and relevant communications from the source; gaming and car companies are the best examples of this. Perhaps the solution is to stop reposting tired content that is not original, start real conversations with real customers, and build a community that is managed well. If social media reach is so important to you, perhaps marketers need to refocus on the word-of-mouth component and, well, actually being social. Again, video game companies kick butt at this: Q&A sessions with team members, behind the scenes stuff, giveaways, inviting members of their community to participate. When they advertise, its usually just a traditional bid to get people to try the product; making fans (and evangelists) of them comes after. Keeping in mind that every Facebook user has an absurd number of Pages we all Like, the alternative is to allow all of these businesses to endlessly spam us with shallow content in their poorly-managed efforts to look relevant. Yes, that initial post will organically reach 6% of followers. However, if there are a high number of engaged individuals who actively post questions or feedback, check the page for relevant info, enter contents/promotions, or who visit to simply gush about how much they love your product/service, then you will not need to worry as much about taking the shotgun approach to advertising--even if Facebook lets you narrow your sights on the demographic. Thoughts, Vanessa, Aleece, Clare (and other marketing peeps who are more qualified than me)?
Posted on: Mon, 24 Mar 2014 19:07:20 +0000
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