No. You are in the business of what you actually do…. designing sneakers, selling soap or offering accounting services. Whatever business your in, that is what you actually do. Unless you are in the business of getting likes or fans on facebook it doesn’t really matter how many likes you have unless they are driving your business.
Who Cares How Many Fans, Followers, Likes or Friends You Have?
It really doesn’t matter. If you are a business, you are on social media to support your business, not to be popular on the internet (unless that is in fact your goal, in which case you probably won’t make a lot of money).
In working with businesses it seems that sometimes we get caught up in the follower counts, and forget why we are there in the first place. A business is using social media to grow and connect with customers. If fans and followers are the most effective way to do this, then perhaps they count, but it is important not to lose sight of why you are there to begin with.
Reverse Your Thinking
The problem is that Facebook trains us to think that we need to focus on our page – what we post and who connects with us on it (or likes it). That is the wrong thinking. Stop thinking about your page, and evaluate Facebook as a TOOL and ask yourself – what is the best way to use it to achieve my marketing objectives? It may be through you page, or through inspiring and encouraging behavior off your page.
Fact 1: Not Everyone Who Likes Your Product Wants to Like You On The Internet
Even if I love your product, I might not be interested in having a relationship with you on social media.
I love the Swiffer Sweep & Vac. It is one of the most amazing products, and I recommend it to people all the time. I don’t want to like them on Facebook, because I don’t really have an interest in hearing about the brand or cleaning tips or whatever they happen to post on their facebook page.
I may have no use for your updates and information (and personally I find the swiffer ones VERY annoying). Who cares if I don’t want to like you on Facebook and apparently talk about how men can’t clean (that seems to be the theme on the Swiffer page)…. I still love your product.
Fact 2: Word of Mouth Off Your Page is Probably More Effective
Again, brands focus on getting every conversation about their brand on their Facebook page – who cares? It is probably more effective if I tell my friends (who may not even know about your product) versus telling you on your page. Plus, more people will see a comment that is posted as your own status update vs. a comment on a brand page.
It seems more likely that my friends, who know me and value my opinion would be interested in buying a Sweep and Vac after my recommendation when I post about it authentically as a status update.
Fact 3: Focusing on Your Page Really Only Reaches Your Current Customers
There are stats that will debate this, but when you really think about it, people don’t just scan around on Facebook looking for new things to like. They usually like products that they like and use in real life. So if all of your Facebook efforts are centered around your page, you are probably only reaching people who already know you and like you (which is why they have liked you on the internet after all).
Many brands want to acquire new customers through efforts on their page – this only works if what you do is so interesting that your customers or fans share it with their friends. Otherwise it stays in the echo-chamber of your page.
Start With Your Marketing Goals/Objectives
Un-train yourself on Facebook, and start with the end in mind…. What do you actually want to get, and what is the best way to use the social network to get it.
Thanks for the reminder, Krista. Sometimes, it’s easy to get all wrapped up in a Facebook page without keeping the target audience in mind. That should always be my thought — how does this contribute to achieving our marketing goals/objectives.
I think you’re on-target. FB is just one more tool in my guerilla marketing toolbox. Nothing beats word of mouth, and many non-electronic marketing methods are still as effective as ever.