Why are YOU on Facebook? I’m not talking about your business page, but your personal profile. Why do you visit the site everyday? Is it to stare at the advertisements in the side column? Is it to see what folks are selling? Is it to buy something right now? No, of course not.
Chances are, you’re primarily on Facebook so that you can interact with your friends, family and coworkers. After all, it is a social network and not a sales network (although some companies haven’t gotten that memo yet). My point is, Facebook is about genuine connections, whether such connections are between people or pages.
When pages start looking more like a sales letter and less like a place to connect, that’s when the “unlike” button starts getting clicked. To prevent that from happening, you need to put everything you say on your Facebook page through a quick “friend test.” Just ask yourself this: If the content was posted by one of your friends (instead of the brand or company behind the page), how would you react? Would it seem out of place?
This will help you find the right “voice” for your page, because believe it or not, that actually matters a whole lot when trying to increase engagement in such a busy world. You see, your page is not only competing for attention with every other page your fans like, but also with all of the content posted by their friends as well.
If you give your page a voice, folks will be more likely to engage with you through the page, because it won’t seem like you’re just trying to make a sale. So act like a person rather than a marketer when coming up with the content for your Facebook page. It’s not tough; but creativity will certainly help. If you grasp this one simple point, you’ll have nailed down one of the most difficult parts of social media marketing.
To put this in perspective, let me give you a quick example. Why does the Coca-Cola Facebook page have over 42 million likes at the time of this writing? Do you think everyone just loves the soda (or pop, or whatever you call it) that much?
While that is certainly a big factor, there is more to the Coca-Cola brand than just the product. They have become an icon, one of the most recognizable brands in the world. They represent something bigger than soda and if you scroll through their Facebook page, you’ll see that their content reflects this. Go check it out!
So what I mean when I say “blend in to stand out” is that the more you can make your page content look and feel like it was written by a real person rather than by a sales person, the more your fans will feel like they can and should engage with such content. Again, it’s all about being authentic with everything you do.
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