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Let me first begin by emphatically stating that I do not claim to be an expert on social media. In fact, I would consider it a complement to be labeled as a mere novice. However, after years of maintaining my stoic cynicism to matters pertaining to the effectiveness of social media and in particular, Facebook, I can now confidently state that I was wrong. As a result of my preconceived notions I am now scrambling to make up for lost time.

No doubt there is no shortage of gurus eager to accept your money for advice that you can easily acquire with minimal research. And while I am not one to immediately dismiss the effectiveness and the necessity for professional help, the key to social media marketing is to get your feet wet first. It’s not only okay but probably encouraged that you make some mistakes early on. Doing so will allow you to learn valuable lessons that you can apply to future efforts. There are many examples of incredibly elaborate Facebook and Twitter pages that have virtually no “fans” or “followers.” I can only assume the expense involved with setting up a beautiful page only to have it sit in virtual silence was quite large. This need not be your fate.

Image via CrunchBase

Thankfully, establishing these accounts will cost you nothing but time. Consider this part of the modern day sweat equity required to forge ahead in business. The key is to do something. You can and probably will re-decorate later. Now, from my experience, of all the social media platforms, none of them are as effective as Facebook. While I still have quite a way to go myself and much to learn, I can now easily see the immediate results from directing just bit of my attention on developing our page.

Facebook allows for an easier back and forth engagement between you, your customers, and fans. It’s more casual nature makes you seem real in an ever expanding impersonal cyber-age. The wide selection of apps that can be easily added to your account will further allow you to improve your visitor’s experience over time. It’s easy to be intimidated. However, do not wait until you are an expert or until your page is perfect…that day may never occur.

Here’s why you need to adopt a plan and dedicate some time to learning about Facebook. In other words, leave your doubts and your cynicism behind because as they say, the number don’t lie. Most of us have read the incredible statistics that indicate that Facebook has more than 800 million users worldwide (140 million US), the average person has over 245 friends, 7 new users establish an account per second, the average time spent on Facebook is 20 minutes per day per user. With such amazing numbers, it becomes obvious that this is where your customer are. This is where you need to engage them…on their turf. This is where you need to be approachable…somehow. Pass out fliers and mail out letters if you must but neglecting the potential that is just sitting on Facebook is downright foolish.

I get it. Not all of us are of the technology age where business relationships can reside almost exclusively online. For us, the transition is harder. For us, we see it is a waste. Don’t make the mistake of thinking on behalf of your potential customer. If you harbor such a prejudice, it is clearly not in line with the vast majority and the numbers prove it. You must adopt or go extinct.

Now for the hard part, you know why you need to be there, but what do you do? Ah, the million dollar question. Just as you need to market your website. Just as you need to implement SEO techniques for your website, so too must you employ similar techniques for your Fan Page. You must actively encourage people to visit and “like” your page and incentivize

them to take an action. Here is where you must be creative. The good news is that the payoff will be huge. As your friend list increases, you have at your disposal a marketing opportunity unlike any other. More effective than email, you can engage your entire community with a simple sentence, offer, or contest. In time your audience will perceive you as a person and not as just another website. This is the connection you are looking for.

I see the proverbial light as I dig deeper into the power that is Facebook. I have to believe that it is never too late. For example, selling discount office supplies online is extremely competitive. However, by implementing creative interactive techniques (free in the case of Facebook) one can absolutely develop a brand distinguishable in a sea of companies. Accept the task at hand. Learn the awesome reach of Facebook or fight against it to your detriment.

• Look at your competitors both small and large and see what they are doing…some are engaging their followers correctly while many more are simply trying sell 100% of the time.
• Begin to interact with others not as yourself but as the company page you create.
• Be sure to converse without selling in an effort to establish your brand. Do not be too self-serving…remember this about your people not you.
• Don’t avoid controversy as it often opens the door for response.
• Be sure to inject humor and be self-deprecating as it conveys your humanity.
• Most of all experiment with various approaches until your results improve.

Rest assured you will become discouraged. At first it may seem like you are shouting in a field all alone. Just stay the course. As with anything worthwhile, there is no easy way out.

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• Creating A Facebook Fan Page For Business (cmvlive.com)