Some Reasons People Become Fans of Facebook Pages
|Reason||Interactions on Page||Benefits to You|
|1. They genuinely like or are interested in the object of the Page (company, nonprofit, cause, campaign, product, brand, etc.)||High||Many, including branding, customer service, relationship building, attracting attention, growing customer base.|
|2. They are doing it because someone they know did it.||Moderate to Low||Not much, unless the person they are following to your Page is engaged – they may “jump on the bandwagon” and become a truly engaged fan.|
|3. They are doing it because someone they know asked them to do it as a favor.||Moderate to Low||Not much, unless they are engaging at the behest of the person they know as a favor to the person they know and this mostly will just create some activity on your Page that others can see when they arrive.|
|4. Because it is easy to do (just click to become a fan) and then ignore.||Low to None||Very little benefit after the initial automatic broadcast to the person’s friends on Facebook that they’ve become a fan of your page.|
|5. They are using the action of becoming a fan more like a “bookmark” for possible future reference.||Low to None||Very little benefit after the initial automatic broadcast to the person’s friends on Facebook that they’ve become a fan of your page.|
|6. They want to keep up with a competitor or have a business reason to pay attention.||Low to None||Very little benefit after the initial automatic broadcast to the person’s friends on Facebook that they’ve become a fan of your page.|
What Works on Facebook Fan Pages
On the flip side, here are five things that do work on Facebook Pages:
- Proper usage. When you use Facebook Pages for what they were intended to be used for, they work well. At the top level, they were created for entities or individuals with a commercial or non-personal communications “agenda.”
- Being present. Automation may feed content and may trigger brief bursts of interaction, but really having humans there checking in on your Page on a regular basis and being empowered to respond in a timely and transparent manner is priceless.
- Tech support. If you build it, you better support it. If you add applications to it, you sure as heck better support it, because adding things to Facebook Pages to enhance them is a great idea on so many levels, except when those enhancements prove to be unstable. Things might break. You must be on call to address the issues.
- Being real. It isn’t necessarily about “you” being real, as in the person behind the Page — although that doesn’t hurt. It could be “you” as in the “voice of the brand.” But whoever it is, be human, have good manners, smile.
- Leading or guiding. Think of yourself as a party host, versus being the dictator of a small country. You can lead by example, suggest, cajole, provide resources and support, redirect, but you should not be heavy-handed in your approach on Facebook. At best, people will leave. At worst, they will make your Facebook Page hellish and unmanageable. In a way, the looser your grip on control, the more fluid, flowing and effective your interactions will be on your Facebook Page.