If you thought you could just create a Facebook profile for your brand and expect your fan base grow overnight, think again. Here are five tips to help you build a community there.
The power of Facebook has garnered more than 100,000 fans for Gary Chaw, a Malaysian singer, on his official public profile within a short period of time.
But before you create one for your brand and expect your fan base to grow organically like Gary’s, think again. Here are five tips to point you in the right direction when it comes to building a community on Facebook.
1. Strategise and re-stratagise
Like all traditional marketing campaigns, you need a strategy when executing a campaign on Facebook. However, do not be too ambitious and plan for a one year campaign. With Facebook, change is the only constant. New features and applications are frequently updated. You will have to be prepared to change your strategies every now and then to keep up with Facebook’s changes.
Furthermore, Facebook is not a one-way communication tool. You need to monitor your fans’ feedback — find out what they like or dislike about your public profile — and refine the content you share on your profile. As a general guide, plan a three month campaign and get to know your fans before refining your plan for the next three months. Having said that, be prepared to be in for the long haul as social media marketing is about building relationships. If you do not have the resources, engage an external team to manage your campaign for you.
2. Drive awareness of your public profile through a media heavy-up campaign
Many brands think they can replicate the success of the “Beautifully Imperfect” and the “Asian Youth Games” campaigns just by creating a public profile on Facebook. In reality, most of the profiles have less than 1,000 Fans even after six months. It is a waste of precious resources to maintain a page with such a small audience. To grow a Facebook public profile organically without any marketing or promotion is almost improbable.
It is extremely crucial to build up a core audience for your profile in the first seven days of launching a campaign on Facebook so that your content will be organically distributed with social actions. Make use of the various engagement ads available on Facebook to help you promote your profile.
3. Relationships take time — Start small, learn and scale
Do not assume that once users become fans of your brands, they will become your evangelists. Share content that you think will interest your fans rather than just posting what you want to say about yourself. Otherwise, your post could feel like spam and after a while, un-fanning may occur. Make the effort to nurture your relationship with your fans and gain their trust, and see what happens from there.
4. Keep fans interested and engaged with your public profile
Feature new content, events and promotions continuously, and use status updates to keep your fans informed of new content. Write in a way that encourages fans to respond and respond to their comments so that your fans know that you are listening.
5. Rethink how you measure success
Measuring the success of a campaign on Facebook is no longer as straightforward as measuring the number of impressions or the click-through rates. There are many more ways to measure the results of your campaign, including organic impressions, engagement actions (comments, ‘likes’) and re-postings. It is often these latent effects of your profile that are the most effective in spreading your brand message.
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