4 Ways to Engage With Customers on Facebook - Part 1
4 Ways to Engage With Customers on Facebook - Part 1
As marketers and PR gurus are getting to grips with the different ways that social media can be used, one thing is for sure is that the online giants, particularly Facebook, cannot be ignored.
Accessing social networking sites from a mobile device increased by 240 percent to 14.5 million users from April 2009 to April 2010 and that Facebook's unique visitors increased about 90 percent between March to March according to comScore. Data from Hitwise shows that in the week ending 10 July 2010, Facebook received 55.64% of traffic in the top 20 social networking websites.
Here are four approaches you can take inspiration from to engage with existing and future customers.
Users want to hear your news
Just last week, premier ice-cream brand, Ben and Jerry's, have announced that they won't be communicating with their customers via monthly email newsletters anymore. Feedback to them has suggested people would prefer to be contacted on social media sites and so that's what they now plan to focus on. Without the attraction of an offer I would suggest you have to be a very loyal customer to follow a brand just for their news.
Users want the best deal
The fan base for Toys R Us grew at an enormous rate before Christmas once the word got out about their Black Friday deals, which offered discounts up to 50% for just 12 or 24 hours. Highlighting special offers on specific days or offering discount codes and coupons makes followers feel privileged and can certainly influence them to be loyal.
Users want to win
Sony Ericsson gives its fans the opportunity to win a new phone each week by answering a simple question. Yours doesn't have to be a big giveaway but as word gets around it will give people the incentive to become a fan of your page. If you undertake competitions from time to time it then gives followers a reason to visit your page from time to time and you are encouraging them to participate in a conversation with your company.
Users want to praise and complain
The function of customer service sits well with social media as long as you have the capacity to monitor and respond to the comments you receive properly. Working with a real-time tool means users have much higher expectations about when they get a reply. You can't leave it 3 or 4 days, which is acceptable with an email.
The potential for how Facebook can be used to connect brands to their customers is only just starting to be understood and I'm sure there will be many hybrids of the above models as well as new ones to emerge. Getting to grips with what Facebook can do for your business isn't going to happen overnight but thinking about your positioning is a start. Are you about listening, promoting, giving or selling?
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