Facebook is the Storefront of the New Millennium
I know, I know – another lecture about the importance of social media, customer engagement and why one shouldn’t ignore Facebook. But give me a chance and you might just realize (this time) that it’s important enough to command more of your attention.
I was having dinner with an executive from a major e-retailer, someone who you think would have a firm grip on social web execution, and he was lamenting how bad his company was at “doing” social media. It wasn’t that he thought it was a waste of time. There just wasn’t much resonance or interest paid to it on a consistent basis from his staff or customers. And I know how frustrating it is, because here’s this easy-to-set-up, mostly free set of marketing tools right at our fingertips, yet we still struggle to find a measurable level of ROI from it. Why is that?
Everyone knows how important an effective online presence is to CE sales success. In fact, more than 90 percent of all CE purchases originate online in some way. And I’m going to make the case here that Facebook, and not your own website or brick-and-mortar location, is the storefront of the new millennium. Managing that storefront is as core to your mission as any market engagement you do.
The reality is, no one has a perfect blueprint for social media marketing success because every company has a different voice and the results happen live, so you’re forced to learn on the fly. My experience with SVS has involved a lot of trial and error to discover what gets people excited and what triggers silence, but I value those insights as much as or more than any other marketing data we gather. Here are some general things we’ve learned during our Facebook journey.
Insight 1: Grow your likes organically and engage your likers the same way. One line of thinking has been that piling up “Likes” quickly is the most important metric of social media success. This has not been the case for us. We slowly grew to 60,000 likes, never “buying” them with coupons or shady services. For this reason, we have a high level of engagement to our posts because the people who “like” us actually like us! If you have a lot of non-engaged fans, Facebook hides your posts from user news feeds, so they will never see them anyway. Facebook wants only relevant content in the newsfeeds of its users, so a bunch of non-engaged “likers” dooms your posts to Facebook oblivion.