4 E’s of Facebook & other social media | October 17th, 2011

4 E's of FacebookFacebook is here to stay. So is Twitter, LinkedIn and a slew of other social media. There is just no avoiding it.

If you own a company or head up an organization, you probably already know that you should have a presence on one of the big social networks. You may have even established a Facebook business page already. However, if you’re like many business owners, the issue is not whether to post, but what to post.

Generally your adoring public does not want to know what you had for breakfast, what TV shows you are addicted to, or how much yard work you got done over the weekend. Save that for your personal page (or not).

They will also not be your adoring public for long if you continually sell to them via your Facebook page. Remember this is called social media, not marketing media.

So what to post? This is where the 4 E’s come in.

Entertain, Educate, Enrich, and Engage.

Entertain.

Found a funny video or a cute photo? Have story to tell? Post it on Facebook, add it to your blog, or link to it from Twitter. One of my clients writes an interesting blog about the ups and downs of horse training, and then links to it from Facebook. Her clients and friends are able to follow her progress and feel connected to her business. The bonus? People will often share a truly entertaining post with others, which may get your name in front of more people.

Educate.

Offer helpful tips on your Facebook page, link to informative articles, or let readers know about area events they may be interested in. One vendor I work with uploads “roundtable discussion” videos to YouTube and then posts it on their Facebook page. This is an excellent way to get your message in front of your clients. They’ll appreciate the free advice, which will help you build customer loyalty.

Enrich.

Providing enriching content requires a certain amount of finesse. If done well you can go a long way in solidifying your relationship with your clients. Post a quote that you find inspiring, link to a feel-good human interest story, or share an uplifting video. This Monday Morning newsletter you are reading attempts to offer enriching content by publishing occasional motivational articles. Just keep in mind this type of post should invoke some sort of emotional response, so make sure its positive, and don’t over do it. Too much enrichment can be a little sickening.

Engage.

Involve your customers in your business. Create surveys, or simply solicit their opinion on your posts. Ask them to upload their photos to your Facebook page. If you have a stellar relationship with your clients, ask them to post a testimonial on your page. Social media is all about interaction. Activity on your page lends credibility to your message and draws more interest than a lonely post with no comments. Don’t forget to reply to comments, too. If a reader has taken time to respond to your recent post, its always nice to acknowledge it. I’ve said it before: social media is social. It is an online conversation.

These are just a few ways you can keep your social media efforts fresh and interesting. Which techniques should you use? Use a combination of all four, or pick a couple methods that work for you, but try to mix it up from time to time. If you choose to post inspiring quotes, please, please don’t do it every day. If you have a great source of educational articles, add a few entertaining videos in between. Of course, you can insert the occasional sales message or let customers know what’s going on with your company, too.

Try to set aside a few days each week to post something worthwhile. Your goal should be to keep a consistent presence, and make your clients and potential clients feel good about doing business with you.
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One single comment

  1. Lynn Gierie says:

    Judy, Thank you so much. You are the BEST!

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