I was reading a Social Media Dudes post called “5 Types of Social Media Strategies” and they have really hit the nail on the head about the varied types of approaches that are taken to Facebook marketing.
1) The bigmouth. The bigmouth never shuts up about themselves. This is the company where every post is a one-way broadcast of marketing messages. This means non-engaging posts about new products and content that includes links to watch your new commercial.
2) Like Weasel. This is the company where every post is a “like if.” This is the most shallow way to share your message. Sure you may get people to fall for it, but the result will not build lasting engagement. I can see using a like-grab every so often, but you need to dedicate your page to creating value, not to generating hollow likes. If your content is good, you shouldn’t have to prompt people to share it.
3) Promotion. Hotels.com can’t shut up about the deals they are offering. How about building a little engagement so people don’t stop following your page, like I did?
4) One Hit Wonder. This is the prompt that says “help us get to 1,000 fans” or “help our video take off.” The problem here is that you are getting clicks based on getting your fan count up. What then? Are these people going to buy from you? Probably not. You haven’t created any bond between customer and company. You’ve become a social media hoe!
5) The ones who do it right. Please read this great post from Valeria Maltoni. A quote: “Getting started in this way of thinking is simple: put a big post-it next to your workspace that says, “how does this help the user kick ass?” and then ask the question about everything. Every feature consideration, every paragraph, every slide. Never quit asking. You will begin to know when you have deviated into something that makes YOU look like YOU kick-ass, because your justification will sound weak even to you :)”
There are a lot of ways you can create value for your user, which I have gabbed about endlessly in previous posts. You don’t need to tell them how great you are if you’re providing value, they’ll figure it out. Now shut up about yourself!