I joined a lot of LinkedIn groups over the years (perhaps too many) and most of them focus on using social media. Since I have been planning my next health care hangout focusing on Facebook, I decided to drop in on an old Linkedin Group, Facebook Strategy, to see if any discussions prompted good ideas. Boy was I disappointed. Every post was a variation of “Like my Facebook page and I’ll like yours.” What a terrible strategy! People were flooding the discussion board with links to their Facebook pages, as if a counterfeit Like was going to boost their social reach. So what if their Facebook pages get thousands of Likes, because as soon as a real customer lands there and sees the lack of interaction or content, that customer is leaving. Facebook isn’t a popularity contest. It is a communication tool.
If you want to use Facebook effectively, you have to identify why people appreciate interacting with you. Do they associate your business with a positive image or experience they want to be a part of? Do they want to show support for your business because you share a passion, cause, community, or interest? Can they save money by staying in touch? There are many reasons people interact with businesses on Facebook, and it is genuine interaction that is valuable. Interaction builds credibility and trust among the friends of those who interact with your business.
I don’t remember the last Facebook update that announced someone Liked a page, but I frequently flash back to the post I ran across of a woman thanking medical staff for saving her husband one year ago. How can you become relevant?