Your Marketing and Design Reading for The Weekend
This article tells the story of a woman who owned a door company and discovered one of her designs was featured in a Lowe's Facebook post as winner of "the ugliest door." Instead of hiding at home and ignoring the phone, she turned this publicity into a more than four-fold increase in reach over the course of the week. How? By recognizing that the value of the company's fans was not as much in being repeat customers but in evangelizing the brand.
This is the ultimate objective for business on Facebook: getting such strong engagement that your fans sell for you to all their friends and beyond. Social Media Examiner explains there are four ways to accomplish this for your company.
- Get Personal. A more informal posting style can humanize the brand, get more responses and increase the fan base.
- Get Visual. Visuals drive shares because people share photos but not words.
- Value Your Fans' Contributors. Fans want to provide opinions, commentary and personal experiences, so provide the venue for them to do so.
- Measure Your Results. The only way you will know if your style, content and visuals are working is to monitor growth in new fans and revenue, although it is not always possible to track revenue if business comes through other channels.
As the door company owner noted, "You may not be able to measure how many buyers are coming directly from Facebook, but so many people use it as a reference. . . . Having a presence out there, it rounds out your brand. It gives people a forum to know you and it says you're not afraid to be held accountable."
If you are in marketing and use social media for your company, I am sure you get asked why you spend any time or resources on it. That's why it was great to come across this white paper. The simple answer to the question is, "If one in every two people in the world that has a internet connection is also a Facebook user, how can you afford to deny the value of social media to your marketing strategy?"