Post originally appeared at Socialeum.com, Blog On Social Media Promotion, sent to us by Pep.
One of the things that’s kept me personally busy within my community management times has been wanting to user profile the various forms of Facebook fans. Even though fans are each exclusive (since they’re all different people), many of their behaviors fall into certain patterns.
Here are the 5 most common types of Facebook followers that I’ve observed while handling communities, and ways to tailor your articles to help keep them.
- The Potential Client/Customer
The potential client or customer is really a fan who offers heard about your business through something similar to person to person or an marketing campaign, and is intrigued with what you’re all about. This type of fan is like a hawk waiting to swoop; the more relevant, interesting, and personal your content, the more likely this lover is to stick to your page (as well as make a purchase/get in touch with you for company, if you are B2B).
How to help keep them: Strike a healthy balance with your content that services their needs/wants with a bit of personality. B2C companies can perform things such as showcase fan evaluations, while B2B businesses can showcase in-house skill, or showcase a “behind the moments” look at what any office environment is like. Be fun and approachable, and work on exhibiting a voice that exudes thought leadership (and friendliness).
- The Friend/Employee:
The friend/employee is anyone who has liked your page either since they want to assistance your business (or business enterprise), or just work at your organization. These fans are dangerous because while they raise the quantitative count of your audience, they qualitatively reduce your engagement score. Employees and supportive close friends are less inclined to engage with your articles, since they typically look at the “Like” because the end of these transaction.
How to keep them: The more important piece of this question isn’t how exactly to keep them, but how exactly to engage them. Borrowing several methods from pleasing the Possible Customer/Client might help – B2Cs can highlight specific locations that provide excellent support, and B2Bs can make things personal by recognizing individual employees. Since they already have a personal connection, you can play onto it. And, if it computes, your other fans will love viewing the faces behind the logo discussing items that are happening.
- The Sweepstaker
Did your page recently feature a special contest? If therefore, it’s a fairly safe bet that a few of the newbies to your market simply loved your page so they could have a chance at winning your giveaway. Frequently, Sweepstakers have a “one and carried out” mentality, as soon as the contest has ended, may unlike the web page and move ahead. Other times, these supporters might forget they’ve enjoyed your web page until an irrelevant piece of content appears in their newsfeeds, and then they’ll purge your page.
How to keep them: You might be wondering why you’d desire to keep this type of specific group, but the Sweepstakers will vocalize their enthusiasm for the promotions, and that’s free of charge marketing for your page. Don’t just write-up a contest and forget about it assistance it with content they are able to like -. And, as you contest will be winding down, hype up others that could soon be launching, or focus on offers you have beyond Facebook. Provide exclusive offers, like online codes, through articles made on random days to increase the chances they’ll stick around.
- The Happy Camper
The Happy Camper is a great fan to have, and most brands see them interact with their Facebook pages regularly. Happy Campers have positive brand sentiments based on great purchases they’ve made, wonderful consumer experiences, and/or childhood reminiscences. They come to your web page because your brand name or business has recently enhanced a right section of their lives, and they’re enthusiastic about revealing that with you (along with other fans) so they get some recognition.
How to keep them: Keep their conversations flowing! Thank them, inquire further questions, and react to them when they go on it upon themselves to create articles to your Timeline with out a call to motion. Function conversational posts into your articles that require opinions these die-hards will be wanting to give. Tease upcoming work or new products/marketing promotions with photos, polls, and hyperlinks to keep their enthusiasm flowing. And, should they ever really exclusive content to your walls post, ask when you can share it from the brand’s voice. People want to be reinforced and known.
- The Fairweather Buddy
The Fairweather Friend is really a fan who may like your brand name, its services, or perhaps a recent product they’ve purchased, but isn’t driven to shout that from the rooftops. They often like your page to stay current on brand/business news, or to remember your brand/business for a later date, when be seeking everything you have to give you they’ll. Unlike the Happy Campers and the Potential Client/Clients, though, they’re more prone to leave negative feedback if your brand does something they don’t like.
How to keep them: If they leave concerns or comments on your page, tackle them head-about. Transparency is crucial. Understand and embrace why is them different: they’re searching for information, therefore give it in their mind. Make related appeals, and much like you do for the Potential Client/Customer, show the value of one’s services to encourage company and engagement transactions beyond Facebook.
Of training course, a wholesome Facebook web page that sees an upward trend of engagement and growth combines all of these content pieces into an overarching strategy. But, unless you understand who you’re speaking to, you might not know where to start. Make use of these profiles as a leaping point, and dive into the analytics to get a closer look. Once you understand your group, it is possible to accomplish your social targets. Pep