When I’m posting to my Facebook Page, I can usually count on a “like” from Facebook fan Mary. I’m sure you have the same person (or group of people, lucky you!) who continues to like and productively comment on your posts. They’re also posting comments on your wall and sharing your posts with their friends. These Raving Fans are participating in the conversation, but do you know who they are?
The great thing about Chick-fil-A is that you do know who these people are, but have you considered giving them an extra bit of attention? Maybe you do already. If so, I would love to hear what you’re doing. But if not, let me suggest a couple of things to further engage your Raving Facebook Fans.
First, determine who is the most involved with your Facebook page, or even Facebook fans who are occasionally interacting with your page but are very active in their social circle on Facebook and have a decent number of friends. Make a list of these Raving Fans and then write out general details about each person on your list. Who are they, where do they go to school/church, are they in a band, do they play football? You’ll start to see who you’re really familiar with and who you might need to get to know.
I think this is important because I’m starting to think about the different audiences that make up my Facebook fans and how my posts relate to each group. No doubt you’ll have a diverse group of people who interact with your page, so you’ll want to make sure that your posts appeal to each in the group. I
I’m not saying that every post should appeal to all audiences, but it’s good to make sure if you write one post to the High School Student then your next post should appeal to young parents. You could go as far as to write your posts as if you’re writing directly to the Raving Fan who represents each audience. Addressing posts in this way will really help you to engage with your fans and not just talk at them.
Focus Groups make me cringe, but set up a quarterly meeting with a group of your most involved Facebook/Twitter followers and I think you’ll marketing efforts will improve. Ask your group questions like the following
“I see from Facebook Insights that our most successful posts are Photo albums from events. What are your favorite posts?”
“What would you like more of from us? Photos, Contest, or Polls?”
“Have you ever shared a post from our restaurant with your friends? Which post and why did you share it?”
“Do you follow other businesses or websites on Facebook that post things you enjoy? Tell me a little about that”
What are some other questions that might be helpful?
Before you take a look at your Insights on Facebook, make sure you know the people behind those statistics. It’s really easy to get caught up in building a fanbase or increasing your interaction stats, but you’ll get the most out of Facebook if you focus on the people behind those profiles.
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