Social media helps you scale your caring and create a community. Develop an interactive campaign: ask questions. Get fans to interact with my page so that they see more of my posts so that they can respond to more of my posts and see more.
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| www.wildfireapp.com |
(story) Using wildfire on their Facebook page, the Jessup Ambassador Contest allows fans of the Facebook page an opportunity to attend an annual event by telling their Jessup story. Four will be selected for the trip. This type of contest helps Jessup figure out why customers use their product, as in the pens versus gifts Parker Pens discovered and I learned about in another workshop. Telling individual customer stories help customer loyalty. Apple changed the status quo of computers. They sell the “why,” the prestige. Just like L’Oreal’s Because I’m Worth It campaign. Facebook is a great local advertisement tool. Empower fans so that they share on their page; give everyone a story to share. Apps facilitate that end.
After you have done your research, decide on your homebase and get GOOD on one channel first. A great way to begin your social media campaign is about 2 messages a week on Facebook, and you should answer any questions and reply to comments in a timely fashion, and up to 22 daily tweets.
Create a business page on Facebook so that you can track your traffic; the analytics are important! Google.com/analytics is where you go to determine how much business comes from Facebook, other social media, and your website. Also for a business Facebook page, you can get an I-frame. The <iframe> tag defines an inline frame that contains another document. An I-frame on a business page makes your home Facebook page a ‘landing page’ which looks like a webpage but is actually a Facebook page. Also, if I have more than 25 fans on a business page, I can request a Facebook username at facebook.com/username to make it easy for Google.com/alerts to monitor what people say and for me to access that information with analytical assessments.
Be mindful of “digital sharecropping.” Digital sharecropping refers to customers who ‘like’ your page and then eventually ‘unlike.’ Those customers are gone. Get them interactive on your page and get their information somehow. Encourage sharing of information so that you can connect. Offer free downloads for email info and then I have a new customer. Encourage frequent contact so that my posts get past their filter. I want my followers to see my stuff so get them to click and like my posts often. Entice them! Show up if I see a post that encourages a real-world interaction. If I see a tweet that one of my fans is stuck on the highway with a flat tire and just off my exit, go get that customer. This will inspire positive feedback on my page and make an indelible impression on my customer. And all of my customer’s connections will see this as well.
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