Many business owners understand that they should be “on” social media sites like Facebook, but that is where their acumen ends. Many small businesses just create their page as a shell and then sit back and welcome what little traffic they may get naturally.
These companies have completely passive Facebook pages, assuming that the small amount of traffic and ”likes” they naturally accumulate will all count as “profit.” But an ill-tended Facebook page will actually reflect badly on the company that created it, causing the company’s brand value to go down in the long run.
Facebook won’t work for you unless you work for it. Only active, intelligent users will be able to leverage Facebook as a tool for improving their business.
I work for a Dentist’s office in a small town in Indiana, and we thought we were doing well to have 30-something fans until we started talking to some people with more Facebook proficiency. When we started our Facebook-rejuvenating project we realized how severely we were underestimating our page’s potential.
After checking out this guide, we got motivated to give one person the task of updating our page three times a week. Whenever something eventful was happening around our office or someone found a particularly cool picture or video, we posted it on our page. At first this didn’t buy us much, as the 30-something fans that we had were not even particularly engaged with our page. But as we improved our content and sent more of our clients to our Facebook page, our “likes” began steadily increasing and engagement soon followed. Around that time we also increased our visibility by mailing out postcards.
We took this small spark and tried to kindle it into a flame. Facebook provides a number of different metrics, called Facebook Insights. We checked out this guide to insights, and began monitoring our traffic.
The Facebook Insights dashboard shows a lot of different metrics you can look at, like the total number of daily active users, the demographics of your fans, the people that refer to you externally, and the daily page activity of your fans that mentions you. In particular we paid attention to the likes/comments for all of our content and our monthly fan growth. By watching how our content was received, we were able to tailor our content to what our fans wanted to see. Our fans didn’t seem to respond much to our discussion prompts (probably, admittedly, due to the quality of the prompts themselves), but did tend to chime in on any cute dental health infographics we found.
Sure, some users were following us somewhat ironically, “trolling” us, but their comments were good-natured enough, and overall engagement continued to increase. We watched our monthly fan growth ratchet up, and our total number of fans grew slowly past 100 and then bloomed from there to the ~400 we have now. Now that we have a decent following, we also started to see some people unsubscribe. Our attrition rate so far seems very slow and steady, with no real pattern for why people are leaving. But I imagine that if our popularity continues to increase, we will have to become more sensitive to our attrition rate.
It really didn’t take as much effort or know-how as you might think to transform our pathetic Facebook page into a good tool for connecting with our clients. Insights make it fairly easy and straightforward to see what is going on with your page’s traffic, and from there it’s a simple matter of finding out what kind of content people want and trying to deliver it to them a few times a week.
July 31, 2011 | Category:
Marketing,
Social Networking | 6 Comments