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Blend In to Stand Out on Facebook

by Nicholas Scalice on June 2, 2012

Blend In to Stand Out on Facebook

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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Nicholas Scalice

Founder at FastBlink
A native of Boca Raton, Florida, Nicholas founded FastBlink in 2009. He has a diverse background in direct sales, affiliate marketing, domain name investing and content marketing.

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{ 5 comments… read them below or add one }

Mark Salke (@marksalke) June 4, 2012 at 10:17 am

Nicholas,

I hope this point complements your philosophy here – Facebook, rather than being 800,000,000 individuals to ‘sell at’, is a collection of small groups whose members trust each other. So your point is taken. Behaving as if you are respecting the wishes and needs of these groups will get one much more ‘visibility’ and ‘influence’ than broadcasting a ‘special offer!’ like you’re on TV or something.

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Nicholas Scalice June 4, 2012 at 6:18 pm

Well said, Mark! Successful Facebook marketing happens one person at a time. Thanks for sharing this.

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Noah Lampert June 6, 2012 at 2:36 pm

Nice post Nicholas.

I find myself constantly reiterating the above mentioned points to clients and friends. When digital media is viewed as just another channel to sell something, the main benefits of “social” media are lost.

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Nicholas Scalice June 8, 2012 at 12:10 am

Hi Noah! Yes, same here. When will people understand that the old media tactics won’t work on social platforms? Thanks for the feedback. Cool site by the way.

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