Success Criteria for Facebook Marketing


So there you have it, eight criteria that brands need to follow through and to create a good Facebook marketing strategy.

Success Criteria for Facebook Marketing
Digital Marketing
 

Allow fans to connect with the people behind the brand

Set Community Expectations

Before you begin executing anything, it's best to look at what you are about to get involved in a look at what your expectations will be. By setting these expectations, you're preparing your business and also your audience and customers for the experience they will have with your Facebook marketing campaign.

It is recommended that brands describe to the fans what they'll expect from the brand: from deals, tips, support or just news & information. But communication is a two-way street so it's also suggested that brands look at stating what they hope to expect from the fans not in a negative way, mind you, but describing the type of interaction they hope to get, what comments are considered appropriate and even inappropriate and what limitations there are on what's posted and shared.

By taking these steps, this should hopefully remove any abuse, inappropriate action and help create a great experience for both the brand and the community participants.

Provide Cohesive Branding

Your brand is the single most important thing that people will recognize about your business. To tie everything together, it's best to make sure that your branding on your Facebook page matches your overall brand because without it, you're just confusing your customers and it doesn't help in building more trust with them. By tying in your brand with Facebook, you're able to create a familiar experience for your fans and will help differentiate it from other brands.

Experts reports suggests the brand is much more than a logo. In fact, you need to complete your profile information and when you do upload a branded logo that you maximize the real estate given for a profile picture. Other tie-ins could include custom applications or tabs that help resonate with the brand and theme.

Be Up To Date

When setting up a Facebook strategy, the point is to interact and communicate with fans so it's really important that you keep the page updated with information that is relevant for them. The Altimeter Group report states that new visitors and fans will want to know that the brand is present and will continue to remain engaged as long as their fans. Internally, it would behoove a brand to set up a content calendar. As you would create content for a blog, so to must you for your Facebook page.

Whether it's posting latest news and information or fun tidbits on your Facebook page wall, these things are important and shows that you're not setting up a page just for people to be fans. You'll be given some goodwill for a bit, but if you're not using the page to interact and conversate with your fans, you'll burn up all the goodwill you're given and people will find ways to NOT be your fans. Remember, it's probably easier to lose a fan than it is to keep a fan. Put forth the effort to make sure fans feel appreciated and you're giving them an experience they enjoy.

Live Authentically

Show your customers and fans that there is someone working at your brand that isn't a robot or just a logo. Allow fans to connect with the people behind the brand. It's suggested that your content should be reflective of someone who is alive, writes in the first person and is conversational.

Participate In Dialog

Facebook is communication and conversation and this only happens if at least two people are talking to each other. The report suggests that in order to foster dialog, look at the existing discussions taking place and join in. Then you might also want to start your own conversations and see who participates in that. Make sure that you treat each person's comment with appreciation and respond accordingly.

Enable Peer-To-Peer Interactions

A Facebook strategy doesn't rely solely on communication between fans and the brand. It's a network that should allow people to communicate with others and share their own experience. This is why they are fans. Allow others to respond accordingly to various posts and discussions and you might see some evangelists pop up or maybe have others do the troubleshooting that you might otherwise not be able to get to at that moment.

As in the first criteria, it's important that you lay out the foundation for what will become a community policy so people have expectations on what type of dialog and interaction can happen in this setting. Embrace the dialog that people have with one another don't discourage it on your fan page.

Foster Advocacy

Getting people to become fans of your brand on Facebook is really great, but the power behind the social network is the virality and word of mouth. Don't stiffle this feature. Rather, embrace it and allow others to share the experience with their friends and followers.

Solicit A Call To Action

Now you have your customers being fans and they're willing to engage and talk to you and you hopefully are talking back to them, what are the next steps? Close the deal and bring it all back to business. That's why you set up the fan page after all, you want more business.

Some suggestions to sell more include starting with a simple call to action on a landing page and on your wall. Do you want them to "like" your page, sign up for emails or perhaps just to learn more about your product and company? If you're offering some sort of value to being a fan of your page, then you need to offer them some incentive to stay does that include special Facebook deals or coupons? Insider secrets?.

Whatever that is, you need to make it really obvious and lead the fans to that area where they can take advantage of that opportunity. But before you start trying to sell, sell, sell, make sure that you have your customers trust before pushing your wares on them. You have become more friendly now and you don't want to ruin the relationship.

Comments

Jul 14
Daniel
Very interesting and useful, thanks for sharing.




 



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