I’m a firm believer that you should treat your Facebook and Twitter content differently. Don’t link them up. They are two different audiences and two different platforms. That’s just being lazy, no matter how much you tell yourself you’re being efficient.
My belief was confirmed as Valentine’s Day rolled around and then Mardi Gras. Something struck me as I saw brands and people posting about the various holidays – on Twitter it benefits you to join in on the conversation, while on Facebook it can hurt you to be the same.
Here’s why: If there are 30 posts referencing Valentine’s Day on Facebook your post may very well be tucked into a grouping of all the others who posted about Valentine’s Day. Facebook groups similar topics together on your newsfeed. Great for the user but for a brand trying to break through,not so much.
Twitter is totally different. If Valentine’s Day is trending because so many people are talking about it, you should leverage keywords like Valentine’s Day. People who currently don’t follow you but are searching the topic or clicking on the trending topic, will then find you.
Long story short – find ways to stand out on Facebook to get your spot in the newsfeed, and find ways to jump in on Twitter to be a part of the larger conversation and gain more exposure.
Just another reason you should really treat your Twitter and Facebook management differently.
I was standing in the checkout line when I saw marketing materials for a new Mentos gum product which used a quote from Aristotle and tried to equate choosing flavors with choosing your destiny. I like choice and I like gum but it was a bit much. It was playing in an area it really had no permission to play. Leave Aristotle for something a bit more grand than gum.
Then I came home to see Pinnacle Vodka posting quotes from Martin Luther King on its Facebook page. Yes, it was MLK Day, and yes, he’s an amazing man, but you’re vodka. Not all holidays are meant to be celebrated by all products. As community managers struggle for content it’s easy to just say, well what’s going on in the world today? But you can’t jump on every opportunity just because it is there.
Social allows brands to take on a personality but it doesn’t give you permission to play everywhere and anywhere. You still at the end of the day are what you are, even if you’re a bit more casual in the social sphere.
So here it goes – Be yourself. Be true to who and what you are and consumers will respect it. They “liked” you because they liked you in the first place. They expected to hear about cocktails, recipes and new products, so give them that, and if there’s a creative way you can spin yourself into a holiday or the musings of some Greek philosopher well go ahead and try. But if it feels forced, it probably is.
Psst. Here’s a secret. If you want a lot of fans quickly you need one of two things: Money for an ad buy or an existing database (think your email list) that you can easily convert to fans.
If you don’t have either then your best bet is to grow organically by providing interesting quality content in your wall posts. Sure you can offer a giveaway, but even a giveaway without a large fan base and advertising support will only draw in so much activity.
Don’t get me wrong, there is nothing wrong with growing slow and steady, just make sure your expectations are set correctly.
If you have a page that has under 500 fans – expect to grow somewhere between 5 – 15 fans a month. 2,000 fans you could up it to 30 – 50 new fans/month. 30,000 a fair bet is 1,000 – 2,000 new fans/month. These are rough estimates but should give you some guidance.
Don’t beat yourself up if you aren’t pulling in thousands of new fans each month. Slow and steady isn’t a bad way to go, especially if you are getting the right people and your engagement rates are high.
So next time you get pulled into a meeting and the boss man wants to hit 1 million fans in two months, it’s best to be upfront and tell him or her to budget some $$ for advertising. That’s just the way it works.