A little less action, a little more conversation please
A recent Altimeter Report that investigated how 34 brands used Facebook marketing found that nearly half the brands they reviewed did not fully leverage social media features to harness brand advocacy and activate word of mouth. As a result, they have identified ‘8 Success Criteria for Facebook Page Marketing:
1. Set community expectations
2. Provide cohesive branding
3. Be up to date
4. Live authenticity
5. Participate in dialogue
6. Enable peer-to-peer interactions
7. Foster advocacy
8. Solicit a call to action
It’s fair to say that in many ways these are all attributes one would expect to find in any mutually beneficially relationship between two individuals on Facebook who trust and value each others opinion. Albeit we would not define them in exactly the same way i.e. ‘set community expectation’ is about being honest and open about what one can expect from a relationship, while ‘foster advocacy’ would be more along the lines of defending a friend’s reputation or speaking highly of their achievements.
Too often brands use online tools, like Facebook, simply for the sake of being there or as a tactic rather than considering them as just one element of online strategy that seeks to establish meaningful, long term relationships with relevant groups and interested individuals. If they truly want to engage with consumers and establish a meaningful, long term relationship that creates genuine brand advocates they need to be a part of the communities they seek to harness and add value to their discussions.
In short, social skills are essential if brands want to connect with consumers rather than simply being present on platforms they are using.
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