I know you’ve seen it. All over the place. Businesses putting a “Like us on Facebook” banner on all kinds of things — print ads, TV advertising, on signs in retail stores, everywhere. Maybe you’ve even taken the time to like a brand on Facebook.
Do you really feel like expending the effort of finding the brand on Facebook?
What makes you choose which brands to follow?
My question is how successful are these ubiquitous “Like us on Facebook” buttons screaming at viewers?
WHY like us on Facebook?
My guess is that few viewers like a brand on Facebook after seeing an ad. Of course, you don’t have to take my word for it. Here’s the result of a study showing how ineffective these Like pleas are.
Maybe the bigger question is WHY is the Like us on Facebook button so ineffective? Lots of reasons. Let’s explore some of them.
1. Social media marketing is MARKETING
It requires deep knowledge of marketing. Just setting up a Facebook page and integrating a Like us on Facebook button won’t get you very far, so using your IT department to manage your page won’t do the trick.
But, social media marketing requires a lot more than marketing. It requires technical knowledge, ability to analyze business analytics, especially digital analytics, and a natural ability to be social — talk to people and make them feel part of a community.
2. STOP talking about yourself
Another failure I see on Facebook Fan pages is firms see it as just another channel for public relations and advertising. Epic fail.
I mean pick a Facebook page at random — I don’t want to embarrass anyone, so I won’t point to some of the worst offenders — and you’ll find it full of self-promotion. You’ll see a lot of stuff about their products and how wonderful they are. You’ll see posts about their events and activities. But, you won’t see anything you might find interesting, entertaining, or informative. Nothing valuable.
In contrast, look at the Facebook page for Talenti — a high-end gelato and sorbet. While they have a small number of Facebook fans, their wall shows significant engagement — post likes, comments, and shares. In fact, they show engagement higher than many larger brands with much larger numbers of fans.
What’s Talenti’s secret? There posts are fun, interesting, and about YOU, not them. They generously post coupons and created apps like a wheel to help you decide which flavor to eat.
Value of a Facebook Fan?
In fact, a recent compilation by Business Insider shows the value of a Facebook fan varies from $0 to $214.81.
Why the huge difference in these estimates? Mainly because there’s a wide variation in how well businesses use their Facebook page.
I talked a little about this above — too few Facebook pages provide any real value to fans.
Other reasons for a wide variation in the value of a Facebook fan include:
- variations in how well managers manage their Facebook page. Some managers GET it and some don’t. Some managers actively manage their pages to create engagement by responding to comments, encouraging influencers to become Fans, and posting valuable created and curated content on a consistent basis in a form that optimizes the platform.
- variations in success in converting Facebook Fans. Since you can’t sell directly on Facebook very easily, especially as a B2B firm. Hence, you need to get your Facebook Fans to do something to make money — usually either go to your website or a retail store and buy the brand. If you’re a B2B firm, you’re hoping Facebook Fans will sign up to generate leads for your sales force.
- poor promotion. Facebook uses an algorithm that determines whether your post will show on the wall of your fans. Managers need to understand the algorithm and effectively employ tactics that optimize your ability to appear on Fans’ walls.
- understanding analytics. Many community managers in charge of Facebook pages don’t understand how to interpret Facebook Insights and make decisions to improve the performance of their Facebook pages. Some managers don’t even LOOK at these analytics or try to use them to improve their pages.
How to promote your Facebook page?
Here’s a post from Social Media Examiner on how to promote your Facebook Page.
But, Facebook has made it MUCH harder to promote your pages without spending a little money. I guess it’s a function of Facebook stockholders who want to see some dividends.
Over the years, I’ve learned a few tricks to optimizing the ROI from my client’s Facebook Pages. Plus, here’s a great post on how to increase your ROI by using Facebook ads effectively.
I use primarily promoted posts, since I see a bigger ROI from these ads. Here’s some of my advice:
- Dribble out your spending. This allows you to make adjustments based on what you learned in the first day or so after promoting the post.
- Carefully consider WHO sees your ad. Facebook allows very good tools for selecting the target audience for your ad. Use them.
- Track performance. Formalize your evaluation of the results and record insights and recommendations for improvements. Track how successful your post was and which target markets performed the best — not just in terms of getting more fans, but in terms of engagement and conversion. Sometimes you’ll find you get lower engagement or new fans from a target, but greater conversion — which is the name of the game. Be sure to track performance in terms of time/ day and composition of the post.
- If you’re going to use a Facebook page, understand what it takes to make it successful and provide the resources needed to make it successful.
- Recognize social media ISN’T public relations or advertising. Make it personal, valuable, and visual.
- Measure, analyze, decide — review metrics, develop insights, and make decisions based on these insights.
- By the way, LIKE US ON FACEBOOK, LOL.
Whether you need a complete analytics strategy, some help with brand marketing, or some consulting to optimize your existing social media marketing, we can fill your digital marketing funnel. We can help you do your own social media marketing better or do it for you with our community managers, strategists, and account executives. You can request a FREE introductory meeting or sign up for my email newsletter to learn more about social media marketing.