April 24, 2012
I was reading an interesting study from Appalachian State University that shares research around the fact that having a Facebook page that is "liked" by consumers is not enough to truly make a difference.
So why do so many people spend so much time focused on driving likes?
Let's look at the research.
- While 75% said they had "liked" a profit or non-profit organization on Facebook, 69% said that once they "liked" the organization, they rarely or never returned to the fan page.
- Only 15% of the respondents said they visited organizations' fan pages weekly. Most respondents (44%) spent less than 30 minutes a day on Facebook.
- Millennials fail to frequently visit an organization's Facebook because the site does not reward or entice individuals to come back.
Researchers found that the Millennials age group learned of fan pages through friends or by stumbling on the page. Only 28% said they had actively searched for an organization's page.
Researchers discovered successful use of social media goes beyond being "liked" because the demographics may be contrary to an organization's strategy. Additionally, merely being 'liked' may overestimate an individual's true affinity for the site.
You can read the full article here: http://psychcentral.com/news/2012/04/23/liked-is-not-enough-companies-must-engage-facebook-visitors/37691.html
So what is the key to a successful Facebook page? The researchers uncovered a big piece ... "Instead of organizations trying to superficially push these relationships and superficially push 'likes,' they really need to understand the audience, build the relationship and engage the audience."
I will go deeper and say the key is Anticipation.
The way you program the page, communicate, share and so on should be focused on building a relationship where someone trusts you and returns again and again in fear of missing what you will do or say next.
This is no different than building a great morning show (or any daypart) that is focused on the consumer and provides a great value proposition for them that is unique, topical, timely and relevant.
Remember, Facebook, just like great radio, is not just on, but alive and breathing 24/7, 365 days a year. Are you?
Think about what you would do if the focus shifted from just getting someone to "like" you, to building a true relationship of value and trust.
Go there and watch as your likes not only rise, but the talking about stat explodes as people realize you are worth checking out each day, because it's not only valuable but will also make their conversations more interesting.