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May 7, 2012

4

How Do I Get More LIKES on My Facebook Page?

Facebook Pages

How can get people to find and LIKE my Facebook Page? How do I build a Facebook fan base? How does a Facebook Page help my business anyway? These are the three questions I consistently get asked about Facebook. Before getting to some of the answers, let’s cover a few basics.

PURPOSE OF A FACEBOOK PAGE

Why you want to have a Facebook Page in the first place?   Facebook Pages are tools businesses, organizations and brands can use to guide conversation and expand awareness in a particular niche.  Unlike the Facebook personal profile, Pages don’t have friends.  Pages have what used to be called “fans” … and for the sake of this post, will still be called fans.  Fans are Facebook users who have LIKED the Page.

What’s a Fan worth?  Fans are NOT customers – remember that if you’re paying for advertising to build a fan base, you’re acquiring a fan – not a sale. Fans may LIKE your page and never come back.  They may never buy anything.

Fans (or Page Likers) are a group of people with a shared interest. As the Page owner, your job is to get them talking about that interest. You stimulate that conversation.

The more you engage fans in conversation on the shared interest, the more power you develop to leverage conversation off the page. Each fan’s real value is in the number of people he or she can influence in the focus niche. Some fans will never comment but will enjoy reading the posts.  Some will comment.  Some fans will rise to the top and become opinion leaders on your Page.  Opinion leaders should be highly valued and specially nurtured.

HOW PAGES WORK

When visitor LIKES your page, he or she becomes a fan and is notified when YOU – the page Administrator- post something. Each post by you appears on that fan’s news feed. If another fan posts on the Page (and is not a Page Administrator), that post does NOT appear in the fans’ news feeds.

Who visits your Page?  Probably No one. Almost nobody visits the Facebook Page after the initial LIKE. – Most business owners who put up Facebook Pages don’t understand how people use Facebook. For the most part, Facebook users log on, look at their news feeds, make a few comments, maybe post something, then leave. The newsfeed is the lifeblood, it’s what users look at, respond to and is generally how users see Facebook. So don’t assume your Facebook Page is like a webpage where people will come and absorb all your valuable information.  Less than 10% of fans return to the page after the initial LIKE.

Don’t post too much.  If you post too much, you become annoying. Even if people are interested in your post – too much is too much. Think about the Newsfeed. If I have 5 or 6 posts from XYZ Page in my feed, that’s a lot. .. even if it’s something I’m interested in. If I get four or five posts a day consistently from one GROUP or PAGE, I change my notifications so that I don’t see as much from them, or I hide them all together. Overposting backfires, and is mostly practiced by those who don’t use Facebook regularly, or don’t understand the social nature of the platform.  Be respectful. Don’t be an attention hog.

Don’t push your product.  When people LIKE your page, they are inviting you into their newsfeeds. Serve them by providing engaging content. Don’t abuse the invitation by usurping attention and trying to sell your goods.

IT’S ALL ABOUT ENGAGING CONVERSATION

Things change when people start conversing.   Facebook pages show their value when people start talking about you or your service. The real advantage is having the ear of opinion leaders who will talk about you, or refer you, or tell you what’s hot in your particular niche. Facebook pages can be super-connectors into your niche or genre. The goal is to get the attention of all interested parties and get them talking to each other an you.

The exponential / viral power occurs in the newsfeed .  Let’s say you have a Facebook Page called Maine Tree-Hugger.  You make a post about a rare pine tree species. Most of your Page’s fans will see that post in their news feeds.  So on its own, the value and exposure of that post is limited to your number of fans.   But, let’s say a fan named John comments on that post. John’s Facebook friends will see his comment (and your post) on their news feeds.  This elevates the Page’s exposure to your fans and John’s friends.  If a few more fans comment, it elevates the exposure exponentially.  Friends of fans who may share that interest in your page (tree huggers) can LIKE your page right from the news feed – AND see how many of their friends already LIKE your Page.  When they LIKE your Page, all of their friends are notified of that action and your Page gets even more exposure.  The exponential / viral component kicks in when your fans comment and discuss.

 

TIPS FOR GETTING THE LIKES TO YOUR PAGE

  • Post what interests the fans, and post in a way that encourages comments.
  • Post things that are attractive for sharing or re-posting – photo images can be good as can web links.
  • Continually thank fans for participation and comments. Be a good listener and be responsive when people post on the page or comment.
  • Post a quiz or a game
  • Post photo images that are sharable. Tag photos of fans. Encourage fans to share their own photos.
  • Share like posts from similar pages.  This may seem like it’s giving attention to the competition, but this actually works to the mutual advantage of both pages.  Fans appreciate interesting information and will LIKE more than one page in a niche.  If the other Page owner reciprocates, it can give you large exposure to another set of fans.
  • Do an Event using the EVENTS Facebook app. The Event page becomes a mini-web page. All those invited to the event receive any updates you post on that event page. This will elevate awareness of your page.

Check out the Facebook Pages of these top brands:

Campbells Soup – This page focused on the famous soup shares recipes, family memories, interactive games and nostalgic photos.

Disney – This page is full of repostable content, or posts that are likely to be shared.  People love to talk about Disney characters.  This page offers an interactive opportunity to engage that desire.

IKEA –  Certainly, IKEA’s goal is to sell more furniture, but rather than pushing products, this page gets people talking about furniture and decorating in general.  What piece of furniture brightens up your room?

 

PAGE NO-NOS

Don’t direct market or sell.  If you are selling a service or product, it’s fine to mention it on the page so long as the majority of posts are serving the fans, not selling to them.  Elevate the desire to know more about your product or service through engaging conversation first.

Don’t mistake your Facebook Page for a website.  Websites dispense information about who you are, what you sell, why it’s good, and how to contact you.   Facebook Pages engage in conversation so that you know what’s trending in your niche and can start conversations in that niche as an opinion leader.  Then your fans become an advocacy group for your product or service — spreading the word about you.

Don’t piss off page owners by “subtly” promoting your own stuff on their page. I hate this and the fans see right through it.  I’ve had politicians, tour guides, travel writers, venue operators and destination marketers put up posts and  comments on my pages promoting themselves, their products or services.  They must figure they have a captive “niche” audience to sell to …. when actually, their posts become like white noise – and they publicly demonstrate that they don’t know people really use Facebook.  Promoting yourself on another Page is a sure way to get bad conversation going about you – and alienate a whole sect of opinion leaders in your niche.

 

 

 

4 Comments Post a comment
  1. May 7 2012

    Very helpful information, Mindie. Thanks much!

    Reply
    • May 8 2012

      Glad you could use the info, Fred. Good luck with that writing!

      Reply
  2. Carol D'Agostino
    Sep 5 2012

    Thanks, Mindie. As always these are great tips. Thanks for sharing.

    Reply
  3. Sep 6 2012

    Thanks for helping me understand how Facebook works Mindie. It makes so much sense.

    Reply

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