Here’s one example: Nutella. One of the most uninspired pages you’ll ever see on FB. No apps, no videos, and not a whole heck of a lot of fun. It’s been reported that this page was created by a fan, so I guess all this can be forgiven. Number of fans? 3,056,762 and counting. That’s the forth most popular page on all of Facebook. Nutella sales in the U.S. are up over 14%. Hope they sent the person that created this page a railroad car filled with free samples.
Next is Coca-Cola. The page offers some nice videos and a heck of a lot of photos, but overall, nothing very captivating. 3,292,228 fans. Apple iPod has one photo album, no apps, no videos and just over 241,000 fans. When you land on South Park’s FB page, you’re immediately introduced to the games – smart idea. 1,693,466 fans.
So what’s the point? Remember back in high school where a few lucky individuals were simply a lot more popular than others? It’s the same thing in the world of brands. Evidently a lot of people are pretty crazy about Nutella. Likewise Coke, South Park and iPod. So they don’t have to do all that much to build community. They came up with product ideas powerful enough so the communities grew exponentially around them. Advertising helped, of course, but you don’t create legions of zealous fans through mere marketing.
So what do you do if your product or service isn’t as exciting as an episode of South Park or dancing around with your iPod? How do you get people to come to your Facebook page and hang out for a while? The answer is – you make sure that the CONTENT you have there is worth their time. It has to be smart, engaging, and up-to-the-moment. In other words, unless your brand is Nutella, you have to make a real investment in the information on your social network pages. And a commitment to update your FB page on a daily basis.
And this is where you need to get experienced marketing pros involved – just like you would to create a new web site or ad campaign. Because when a brand creates its own page on Facebook in-house, it’s almost inevitably a ‘Cliff Notes’ version of the company’s website. And then everyone at the company wonders why they aren’t getting more fans.
Remember, social network pages are supposed to be where your fans tell you what’s happening… about them. It’s the best opportunity you have to get them excited about participating in what your brand is all about. So don’t play fair. Hire the best people you can find to create your social network campaign. And then watch the numbers grow.