I hope you’ve drunk enough Chris Miller Kool-Aid that you know not to add Facebook fans just for the sake of adding them. Also, that you promise never ever ever (put your hand on this Bible here, please) to ask for help reaching a certain level of friend-edness on Facebook (as in, “help us reach 2,000 fans!”). Here’s some information about what tends to cause your fans to dis-Like you, and also about why it’s important to do more than just engage your fans on Facebook.
WHAT DRIVES FANS AWAY?
An international survey showed that 2 in every 5 fans of Facebook brand pages ends up deciding to leave the page. Here’s confirmation of what we’ve told you before, which is that people quit your page because:
- your brand was no longer of interest to them
- the information you posted was not interesting
- you published too often
- they did not appreciate the information you decided to publish
- you did not publish often enough for them
WHAT TO DO ABOUT IT
You may see #3 and #5 and think it puts you in something of a bind, since we don’t have a number for “often enough.” However, all this information really sums up to one thing for me. You need a regular flow of information, but it’s really got to be your good stuff. In other words, you should strive to both be interesting, and post content that directly relates to your brand. It’s like playing hit songs on the radio … play the hits more often, skip the lesser stuff, and win.
However, too many broadcast brands have a steady stream of whatever that we put up. But you … and everyone who posts on Facebook for your brand … can ask yourself about everything you post:
- Does this relate directly to our brand?
- Do most of our fans really care about this (is it timely, relevant and makes you want to read it)?
WHAT TO DO WITH YOUR FANS
This piece, from the UK’s Market Sentinel, is making the rounds because they pretty much trash the idea of using Facebook to market your brand.
Click the link and take a moment to read it, because they spend some time bulleting Facebook ads, engagement and apps.
I don’t disagree with everything they say. I am hesitant to recommend Facebook ads, especially when Google ads perform better and are plenty cheap. Also, apps … of any kind … are something to be thought through again and again; don’t do them because you think people just might use yours. Most apps get used once or twice and then never again.
However … these folks claim that Facebook engagement is overrated because of the small number of your fans who respond to a brand post you might make. Well …. hang on there. Engagement is great, even if it’s with a small number of folks. Talk radio does a hell of a job of building and keeping audiences with just a smattering of people engaging on the phone. Even with a relatively small number of people engaging on Facebook, here’s what we don’t know:
- how many people are reading the responses and enjoying them?
- how many extra people are clicking your links and going to your website?
- how many extra people are listening … more often … to your broadcast?
Plus, being in social media just seems to be part of the price of admission now. If you’re not offering a branded stream of content on Facebook, you may be hurting yourself more than you know.