This is article number 5 in the series Social Media and Baby Boom Business. In this article, I am going to look at how Facebook works in your business social media strategy.
One of the most difficult things for businesses to understand about Facebook is that it is not a “sales site/page.” The best description I have heard about your business page is that it should resemble a backyard barbecue. Folks are invited to come, food is available throughout the event, and people just spend time talking.
The subjects of those conversations vary greatly and they are free forming and each have a life of their own. Everyone at the barbecue has access to each conversation and can join any conversation at any time. When business questions do rise, answers are given directly but a forced sales presentation is a no-no!
In preparation for writing this article, I looked at several “big name” Facebook fan pages. My favorite from the group I studied was Pepsi’s page. It provides great thoughts/conversation along with information that identifies them as a company, and provides actions that their “likers” can take to promote them and their causes.
I know that baby boom businesses will, for the most part, be smaller and have less budgeted for social media marketing, but lessons learned from Pepsi (as well as other major companies) will help us all as we make choices for our business. Observation is often the first step to Facebook success!
When people “like” your Facebook fan page, they will do so for lots of different reasons. They know you, they received a request to like your page, they want you to like their page, they responded to a contest or offer, or (usually the smallest number) they really do want to engage with you, your company, and your other followers. Whatever the reason, once they “like” your page it is up to you to get them back.
Pass me a Pepsi and let the barbecue begin!