Our clients ask us every day how they should go about getting a Facebook page. In most cases we will manage their entire social media campaign. However, I did think that sharing the typical failure and success would have some value.
- The receptionist, Chris, asks why the company doesn’t have a Facebook page then mentions that he can take care of it.
- The office manager agrees to Chris officially being in charge of the company's Facebook page and thinks to herself:
This should be fine (forgetting that he already works a 45 hour week). After all, Chris is a “GEN Y” guy. He is the one that sets people up with new ringtones which means that this Facebook thing should be a walk in the park.
- Then Chris sets up the Facebook page under his account. It’s not a new account for the company, the company doesn’t own it, and it’s not even a business account. This means that at some point the account will have to be rebuilt. Think of it like this. You let an employee start the company bank account up wrong and when you rebuilt it you started from scratch and lost all the money (in this case you lose all the “likes”).
- Then he spends too much time. Well, you think but don’t really know because you can’t really track it.
- Next, you can’t tell exactly what he is doing on there. All you know is that when you walk by his desk, you occasionally glimpse 3 bikini clad girls on Kentucky Lake, clapping while Chris is funneling beer.
- At some point a few people post bad things. Not only are negative things being said but the account has not been checked in days so the comments just sit for everyone to read.
- All of this and no real measurement. There is no score card, no system, no plan. Just random activities with no measurement.
- The posts have no value. It’s silly stuff like “Hey everyone, I just saw the gas meter guy checking the gas meter thingy.” Hey, so what?
Hint: Don’t post something that you wouldn’t say to a guest at a party. Visualize a nice dinner party with a respectable crowd. You turn to the host and announce in a loud voice.
“The gas man came today!"
Welcome to the official “never invited back" list.
- Then it fizzles.People are posting questions and no one is answering. This would be as bad as not answering emails or phones.
- Months go by. Chris no longer works for the business anymore. Now the account is locked up and there is a “rogue page” in cyberland.
Chris admitted, page 1413 really helped this "Facebook thing" come together.
- Step back and think and plan. Just because it’s easy to set up an account doesn’t mean that it’s easy to manage one. Like all marketing, it needs a plan.
- Know that Facebook and other social media is just another tool in the marketing toolbox.
It should be part of a client experience that includes your website, print, blogging…
- Make sure that the company sets the account up.
- Plan that a certain amount of time is spent posting.
- Monitor client feedback. Don’t dread bad feedback. This is your chance to address it and build a better business.
- Measure the results. These are computers not billboards. The data is there – you just have to interpret it.
- Post value or humanize your company, just like these blog postings.
- Be consistent with all activity. All marketing should be.
The Take Away:
The second example should seem much simpler and render much better results. If you want the process to be even simpler, call us or shoot us an email.
Next week: How Facebook can work with your current marketing plan.