It never fails. Someone comes through the door (alright not a literal door but into our online space) looking despondent, despairing of life and getting ready to walk the plank. Before they jump and say goodbye to this cruel online world they are ready to vent and fume. The problem? Nothing works. They can’t get the traffic they wanted and their last try was social networks. The so called fact that has put them over the edge? That social networking doesn’t work. Did they have to give up on life and traffic? no – they could have just accepted social networks for what they are.
The number one reason most people come to us worn out and claiming online publishing, blogging and marketing doesn’t work, even with social networks to get the word out about their space, is that they approach it for what it never was to begin with. Lean forward Matey –
SOCIAL NETWORKS ARE NOT ADVERTISING PLATFORMS. SOCIAL NETWORKS ARE SOCIAL PLATFORMS
At parties people socialize. Only obnoxious people spend all their time talking about themselves or selling their wares. Even if your Facebook page is about a particular subject or product, rather than always talking about your product or your blog, talk to people about the things that concern them. You need to engage on related issues EVEN IF THEY ARE SLIGHTLY DIFFERENT THAN WHATS ON YOUR BLOG. In social settings people care about what interests them. As you know we always give example on the Art of The Blog. So here’s an example of a company’s Facebook Page that is as dry as chip. Its from the worse bank I have ever had to deal with in my life – Regions Bank
Now to be fair. they try every now and again but if this were a bank that didn’t have advertising and a very large base they would die. They get traffic to their Facebook page not from their FB page. You get no sense that Regions Bank cares about you – which is probably a good thing since they don’t. A good Facebook page should engage people not push product. Figure that out for your niche and you are more than half way there.