Three Must Haves for Facebook Success


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A sound social strategy for your Facebook pages means moving beyond counting fans and likes. It means leveling up, by utilizing peer-to-peer engagement, influencer tracking, and deep analytics on your Facebook pages. Enabling fans to engage each other, finding and cultivating your influencers, and quantitative measurement of your Facebook efforts are three critical pillars for Facebook success. Learn the three must haves for Facebook success, and find out how to start driving real business outcomes from your Facebook pages.

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Three Must Haves for Facebook Success

  1. 1. three musthaves forfacebooksuccess
  2. 2. share this whitepaper Lithium social software helps the world’s most iconic brands to build brand nations—vibrant online communities of passionate social customers. Lithium helps top brands such as AT&T, Sephora, Univision, and PayPal build active online communities that turn customer passion into social media marketing ROI. For more information on how to create lasting competitive advantage with the social customer experience, visit, or connect with us on Twitter, Facebook and our own brand nation – the Lithosphere. request a demowe help companies unlock the passion of their customers.The Lithium Social Customer Suite allows brands to build vibrant customer communities that: reduce service costs with grow brand advocay with drive sales with innovate faster with social support social marketing social commerce social | © 2012 Lithium Technologies, Inc. All Rights Reserved 2
  3. 3. share this whitepaperSo you’ve got pages, fans, and likes. Now what?Your brand, like many, likely struggles with deriving value Peer-to-Peer Engagementfrom your Facebook investments. What’s a fan worth? A like? Peer-to-peer engagement is one of the most important typesWhat do you really even know about your Facebook fans? And of social customer engagement because messages carriedhow can you create something of lasting value from such an from peer-to-peer have more influence. Eileen Brown ofenormous, yet so fleeting a channel? the Social Customer explains the reason why peer-to-peer engagement works so well quite simply: “We tend to identifyEverything about Facebook is so enticing, yet just beyond more strongly with people like us. We love those who are likeour grasp. It’s free. It’s huge. We find many thousands of our ourselves. We identify with them.”1customers there. They “like” us. They tell us what they want,need, and wish for on our Facebook page walls. It seems the An excellent way to start getting value from your Facebookperfect social media engagement platform. pages right away is to give them a customer experience that includes interaction with each other. Enabling your own fans toYet with each status update, each positive comment, every spread your messages and answer each other’s questions addscustomer inquiry, and all the ingenious product ideas we enormous trust and credibility to your Facebook presence.see disappearing from the Facebook wall every hour, we findourselves wondering what we’re doing there at all. What good “Start by creating an environment that encourages peer-to-is Facebook as a platform for social customer engagement peer interactions”, says Altimeter Group Partner and Principalunless we can engage our social customers in ways that Analyst, Jeremiah Owyang, “Ask fans to respond to each other,make real sense for our customers and drives real business showcase fan contributions, and recognize top contributors.”2outcomes for the brand? Harnessing the crowd’s energy and fulfilling customer need isThe first thing to remember is that as an online social what social customer marketing is all about. Harnessing thenetwork the Facebook platform wasn’t built for social crowd’s energy to fulfill customer need is what peer-to-peercustomer engagement. It lacks many of the essentials engagement is all about. Peer-to-peer engagement—enablingneeded to pursue a successful social strategy—data capture, your Facebook fans to help each other—with question andfor one. But the good news is you can turn Facebook into a answer applications, community moderation, and rank andvibrant social customer online community with the addition of reputation features makes immediate sense and can evenjust a few key must-haves. scale to a full-blown social support solution. It gives customers value when they get there—they can search for and find useful information. And it drives real business value for the brand— less support calls means less support costs. 1
  4. 4. share this whitepaperInfluencer TrackingNot only must your Facebook fans engage with each other, they and very importantly send the right messages at the rightmust recognize and trust each other in order for customer time in the right channel to the right people are thosecommunity dynamics to spark. The 90-9-1 Principle holds you want to cultivate. If any one of these factors is absent,that content creators are just 1% of your audience, so it’s influence doesn’t happen. A true social media influencerimportant for the rest to know who they are and what they doesn’t just have thousands of Facebook friends. They havebring to the table. an area of expertise relevant to your offering that gives them credibility and they have social media savvy—they know whichBut first, we as marketers need to know who these key messages will resonate within their social network.influencers are so we can amplify their voices. Who are they?What social attributes do they have that help us identify, track, Finding these key influencers, motivating them, helpingand motivate their activities? them along is critical to Facebook success. Rewarding your fans publicly for their contributions—elevating their status,Dr. Michael Wu, Lithium Principal Scientist, spells out 6 featuring their content, giving them additional privileges—iskey factors of social media influence: credibility, bandwidth, a sure fire way to discover who among your fans are your keyrelevance, timing, alignment, and confidence. Those of your influencers—your brand that are credible, have large social networks (bandwidth), e tracker model enc flu #9 0.9 in .1 2
  5. 5. share this whitepaperDeep Analytics ConclusionWe all realize that quantifying the value of Facebook A sound social strategy for your Facebook pages meansengagement means customer intelligence—data, and lots moving beyond counting fans and likes. It means levelingof it. In order to determine whether your investments in up, outfitting your Facebook presence with a more oomph,Facebook are worthwhile, some measure of quantitative and showing up on Facebook like you mean it. Enablinganalytics is essential. peer-to-peer engagement will bring immediate value to your Facebook fans by letting them interact with and helpIn the absence of real Facebook data, we are forced to fall each other. Right away, they’ll discover a new and vibrantback on proxies to assign value—counting likes and fans. But community feel to your Facebook pages. Finding andas Forrester Sr. Analyst, Augie Ray, points out in the ROI of cultivating your influencers will get you more power out ofSocial Media Marketing, using proxies to weigh the value of the channel by amplifying the most credible social voicessocial media efforts has a number of nagging drawbacks. you can harness. Lastly, instituting a system of quantitativeJust counting likes and fans not only fails to measure the true measurement with deep analytics will give you a truebusiness value of the channel, but measures it incorrectly and measurement of the business value of the Facebook channelgets in the way of achieving our objectives. so you can make informed decisions about what really works.What should you know about your Facebook fans? Everything.Not only how many fans you have, but how many actually resources 1, what percentage are active, how deep are their effect-engagementconversation threads, how many unique fans engage in each 2 success-criteria-for-facebook-page-marketing/conversation, how quickly they respond to your messagesand each other’s, and how many actually return—as well aswhether or not they return to the same conversation threads.Only when you have deep insight into how engaged yourFacebook fans are will you have the ability to assignquantitative value to your social success on Facebook. 3