Offline marketing strategies are expensive, ineffective and in many ways outdated. To rise above the din of constant advertising in the media one has to spend such a substantial sum of money just to be heard above the noise that this prevents many smaller business operators completely out of the market. This is especially true when safe in the knowledge that marketing messages need to reach would be consumers a number of times before the advert even register with them. Without being aware of the advert in the first place, it can have no impact at all on any possible buying decision later.
With an online presence, having your own web site is crucial to brand creation or maintaining an existing brand in the online world. This used to be enough, but now it is necessary to create a branded fan page on Facebook, possibly a Twitter account and other social media profiles so that your business can gain marketing traction in as many markets as possible.
Consumers are spending more time using social media accounts and less in traditional media markets like Hollywood filmed entertainment, radio and news programming. Increasingly, in a fast moving online world, people check Facebook on their smart phone using the Facebook app, read a couple of Tweets on TweetDeck and check their email at the same time. Smart businesses know that they need to go where their customers and prospective customers go or they get left behind with the changes.
All the Facebook communication that comes from staff should be speaking in a single voice. Whether it is one person or a collection of people responding to messages on a fan page, it is important that the message that is coming across is consistent.
Create Communication Policies (For Larger Fan Pages)
For fan pages that receive an unusually large number of comments daily, it may be impossible for staff to keep up with the stream of comments being posted. For such companies, it is crucial to create a clear policy for what messages will be responded to and which will not be. Where at all possible, making this clear on the fan page is also useful so that followers do not feel ignored and customers are guided to communicate using the appropriate channel.
Post Interesting Customer Stories Relating To The Use Of Your Products
Post stories and photos of unusual situations that have occurred and wherever possible, show positive outcomes. If the customer service team went above and beyond the call of duty to help a customer out, see if the customer will share the experience publicly. Add humor (carefully) and personality to the people that work for the company by posting interesting photos.
Keep It Simple, Silly (KISS)
Keep communications simple, clear and consistent. Avoid confusing followers and redirect serious customer service issues to the appropriate employee who can deal with it away from the Facebook platform.