(photo from the Condescending Corporate Brand Page)
Why do your Facebook fans “like” you? Do they love your product? Did they click the “Like” button 6 months ago for a chance to win an iPad? Did you share a series of amusing posts from Star Trek alum George Takei? Did you cash in on their obsession with pregnant British royalty?
Facebook’s shift to charge for marketers to promote their Facebook page’s posts has confused marketers. We’ve been trained to do a good job building up likes, comments, “engagement”, etc. We’ve been trained to ask clever questions and show people cute cat pictures. Facebook charging for promoted posts triggers a huge question: Why would I pay to show cat pictures to people who only like me because I say funny things and offered them an iPad?
This may seem unfair, but paid posts highlight 2 deeper questions:
- Do my fans really like me?
- Is my content valuable?
Fans who “liked” your page because of “engaging” posts or prizes that had nothing to do with your brand - they probably DON’T actually like you.
The ability of Social Media to sell product has been grossly maligned. Exhibit A is Country Outfitter. They are unapologetic - they sell cowboy boots. They post pictures of boots on Facebook 4 times a day, with links to either buy or win boots. If you like boots, you’ll probably like Country Outfitter, and over 4.4 million people do. People who don’t like boots won’t like them, and won’t buy from them, so who cares if they like the page? It’s okay to drive away social media fans who aren’t interested in being your customer.
Yes, you want to post throughtfully, appropriately, in ways that capture the minds of your fans, but in ways that reinforce the business you are in, NOT as an amateur comedian.
At Badgy, we’re working with clients, increasing their sales and the reach of their content by rewarding their fans. As our clients build success, they gain new fans while losing the ones that liked them for all the wrong reasons. This creates a higher quality audience, more oriented toward buying products. It’s a lot easier to promote a post to an audience that actually likes you and is ready to buy.
So take the plunge. It’s time to stop posting kitten pictures and chasing engagement. If you’re in the business of selling something, be honest with your fans, talk about your product, involve your product in promotions, and you’ll find the right fans - the ones who actually like you.
If you’re a marketer who sells stuff and wants to learn how we can help, email firstname.lastname@example.org