So you’ve just finished your first big social media push and you’ve gotten a good response. Then you get even more fans once your hard launch fan acquisition campaign kicks in. The thing is eventually no matter how good your social media sites are and how great your first big push goes eventually things are going to trail off and plateau. Your fan count will stop going up like it was and people won’t be talking as much. It happens to the best social media pros. Everyone gets tired of his or her new toys once after a while and they’ll eventually shift their attention to something that’s even newer. There are 15,000 things uploaded to the internet for public consumption every second and any one of them could be your competition.
The question is, how do you avoid having your fan count and comments plateau and how do you keep those fans interested a few months down the line? One thing you could do is try more engagement messages. People tend to lose interest if all you do is use social media for a bull horn. If all you do is shout about sales and your upcoming in-house promotions people aren’t going to feel like they joined a community. They’re going to think they joined a mailing list instead of a social media site. That could create some backlash that could show up on your page in a negative way. One thing a lot of companies do that makes it seem like they’re shouting too much is they repeat the name of the page in their Facebook ads. I’ve noticed that many marketing departments who don’t know how to use social media do this. It’s how they were taught to write advertising in print and other forms of media but it comes across as patronizing in social media.
You don’t need to tell people who you are. They already know you. That’s why they’re your fan.
An engagement message is essentially a post designed to get people talking without making them feel like they’re being spammed with messages. You can ask a question that’s on topic or something that’s just for fun. Your Facebook page is, above all, a place for like minded people to communicate under your banner and you never know what could get them started. It could be a movie, a funny news item, or just asking people to tell a story. You won’t be short of material asking people to talk about themselves. I had great success with a social media page by posting links to The Onion.
Another reason people start to plateau as far as fan count goes is that they forget to do promotions specific to social media. Ultimately even if you have the best ad campaign and the best social media site with all the bells and whistles eventually you have to stop telling people about the great deals they get and show them something. It doesn’t have to be a huge something but it definitely has to be something. Even if you just give them a coupon or a some little free trinkets for coming in if you don’t do something to stimulate growth every month a half –two months or so you are going to start losing peoples interest and that will cost you some fans.
Ultimately you just need to pay attention and give your social media site some attention.
Eventually, after your fans get comfortable and your fan count grows big enough, the conversation will be self sustaining and you’ll have more posters then you know what to do with but till that time comes you’re going to have to show it some attention including some little giveaways and above all don’t shout at people. The great thing about social media is that your message gets put on the same level as the customer. They click on you because they already have some sense of brand loyalty. You can either shout at them and maybe move a few more units or you can harness that loyalty and build it into something bigger.
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