If you have a Facebook Business Page you are familiar with the action on your Page and the Metrics Facebook uses to measure its “worth”. Viewing the weekly updates regarding new Friends, visits to the Page and pulling up the Insights for the last month can sometimes be a bit disappointing.
There will be weeks where your Page is active, Friends are visiting your Page, commenting on the Page, sharing information and then there are the weeks when it seems all the arrows are red and it feels like your Page is pointless – it is not.
For the Business Owners who don’t truly understand or believe in utilizing Facebook to market this is the perfect excuse not to use it, but what they don’t realize is even though these numbers may go down, as long as they are posting and active on Facebook their Business is still reaping the benefits of Social Network Marketing. Just the mere act of posting Status Updates correctly and filtering out to Friends’ News Feeds is putting your Business out there, viewed by a high number of clients and potential clients.
The Insights, Daily Updates and analytical measurements are helpful to a business owner or Social Network Marketing company you have hired. It allows you to see what works and what doesn’t, shows you the demographics of the Page so you can aim Posts specifically to this group or run a promotion targeted to this group. But overall the Friends on your Page probably will not participate, at least without a lot of prompting from you.
According to marketing expert Heidi Cohen, “Participation on most social media sites falls into the following categories: 90% of people lurk, 9% of people comment and 1% of people create content. Recent Forrester research reinforces this ratio.”
Lurkers are the silent majority, they will visit a social media site to read what others have created, while they are not actively participating on the Page, they are great for marketing as they are spending time on the Page and viewing your content. Educating themselves and trusting you as a source of information.
Contributors are engaging on social media sites, they are commenting on a post, or participating in a Call-To-Action you may promote.
Creators are definitely the users everyone wants on their Page. Creators are typically your biggest fans and are contributing original content to the Page and they are very engaged with your Page. This can be as simple as clicking Like on a post or writing a nice comment on the Page.
However, do not be discouraged with the majority of your Friends being Lurkers. You may have a Business Page that does not necessarily need a great deal of interaction or participation. This is completely acceptable. The most important piece of your marketing strategy on Facebook is building trust with your Facebook Friends. Studies show that Facebook Users tend to trust Businesses they Friend on Facebook more than those they do not and 41% of Facebook Friends are more likely to refer their Friends to Businesses they trust and are Friends with on Facebook.
So put your Business on Facebook, post relevant and engaging content, post it correctly and be the source of information for your Facebook Friends. Don’t sweat the arrows going down, but watch the trends and the content on the Page and tailor it to your Friends.
Keep posting and stay active on Facebook. As long as you are on Facebook and people are looking at you, you are on the right track.