Every business owner has heard the chatter about social media: “If you don’t have an account, you’re missing out!”
If you're like many business owners not wanting to get left behind on the social media gold rush, you've looked first to Facebook, which seems to be the most approachable platform. You create a page, put up photos, and invite all of your “friends” to “like” your business. Now, you think, “I’ve got to post about how great my company is,” and you put up daily deals, new products, and blab on about how great your service is.
And… crickets. You’re getting one like per post and it’s from your great aunt Edna who likes everything on your page. When does the gravy train roll through the front door of your office?
The problem is that you’re acting like a jerk. Remember the “social” in social media?
Imagine that you’ve come to a party at your friend’s house and you keep walking around handing business cards to everyone and bloviating about your great products and services. People are going to get annoyed very quickly, and you’re going to end up in the corner, all alone. Some people might even “unfriend” you.
Now imagine that you’ve come to that same party, and you talk to people about their families and how their baseball team is doing this year. You bring up a movie you saw or a concert you went to. You heap praise on the hosts and laugh with everyone when the silly cat gets its head stuck in the cereal box. You’re squeezing another couple dozen bacon-wrapped dates on your cracker plate and talking with Shirley when you mention your company and some of the new products or services you’ve been working on. Shirley is okay with that. She’s even interested enough to ask some questions and then she says that Al- “Come over here, Al”- might be interested. And he is interested!
That's how your business needs to act on Facebook; like a good guest at a friend’s dinner party. For every one promotional post you create, your business needs to put out ten posts about the things the other guests at the Facebook party want to hear about. Think less about marketing and more about public relations.
There are a lot of things that go into social media marketing; appropriate content is a crucial component. Get out of the corner and be a good guest at the party.