Do you keep asking your customers to Like or Follow you without giving them a reason to engage with you? Do you know what that looks like to them?
Don’t get hung up on the numbers
How many followers do we have on Twitter? How many fans on Facebook? We need more fans—increase that number! Go! Go! Go!
Gah! Don’t be motivated by scalp count. What’s the value of a Facebook Like if you have to ask, beg or bribe to get it? This will build you a following of semi-interested individuals that don’t want to be bothered by you. Is this a fundamental principle of your Social strategy? Please no. Don’t be that brand.
Even in the off-chance that you do convince them to Like or follow you, it doesn’t mean they’re going to read (or even see) any of your posts aside from the one that bought them. That person just becomes a number on your wall. Some of you may use these numbers as metrics to support the ROI of social to your company. However, if I’m not reading your posts or engaging with you, should I be included in that ROI assessment? I’m never going to buy—I’m just here lurking for free stuff. You’re fudging your numbers to the C-Suite mister.
“Some studies show that a whopping 90% of Facebook users don’t return to a fan page once they click the Like button.” – Mari Smith, Social Media Examiner
Do the work for the Like or Follow
Social media is the law of attraction versus interruption. You attract others through your credibility, your honesty, your direct engagement, and your humanity. You demonstrate and bring value to the relationship. Makes you all warm and fuzzy inside, doesn’t it? OR you can continue to nag, interrupt and slam anyone who will listen with your advertising song and dance jazz-hands.
It all comes back to one simple principle. The content you publish will attract the audience you are trying to reach. It’s good content for the good of the people. Offer solutions to questions and problems without openly pitching your business. Show your expertise with relevant content. Allow those already following to share in their communities—sending real interest back to your page. Consumers are more likely to take notice of what you are doing this way. Show them the credibility, honesty, humanity and direct engagement you have with others. Be a giver and the fruits of your efforts will come back tenfold.
As with traditional marketing, exposure increases familiarity which in turn increases recognition with your brand or company. You have just increased your chances of becoming top-of-mind when it comes time to make a purchase from a brand within your industry.
It’s time to stop begging for Likes and start delivering content that makes them want to Like you. Then, and only then, have you earned the right to ask for anything.
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