The guy in the audience asked, “how come there is no published formula for success on Facebook?” My answer was, “because nobody defines success in exactly the same way.” Heck, www.dictionary.com lists 5 definitions of success, three of which might apply to our example. So, I’ll follow their lead and share 3 possible definitions for business success on Facebook and the possible pitfalls of each. But I’ll do it through the eyes of a junior high kid and his Mom.
Being liked by everyone – To some, the business Facebook wall is like a trip back to junior high school. They, now as then, want to be liked by everyone. Truth be known, what they really want is for everyone to notice them (except the bully) and to say something nice about them when asked. There are no real connections made but they seem more popular than some of the other kids and nobody hit them. Like dear old Mom said, “The downside to being liked by everyone is that you have to please everyone.” She was right. Here’s how that plays out on Facebook. In an effort to be liked by everyone you attempt to win likes by using the lowest common denominator – give them something in return. However, if gifts are not the essence of who you are (your brand), then it soon seems shallow and confuses the people who really like you.
Learning how to connect -- to others, the idea of connecting on Facebook reminds them of trying to get a date for the Spring formal. There is at least one person that would make the occasion memorable for them but they’re waiting to see if anybody asks them first. It’s actually a simple formula. It starts with brief encounters in the recent past. Those establish a connection. It might sound like this, “I’ve noticed that we share some of the same interests (0kay, he’s a mature junior high kid). I thought you were cool when we talked at your friend’s locker last week. And so I was wondering, what are your thoughts about the upcoming dance? (And if we share the same point of view) I think it might be fun if we went together. What do you think?” This isn’t manipulative but it is strategic. You never know which encounters might turn into something meaningful. So start making connections that include as much discovery as they do pronouncements. Then who knows, maybe she’ll hold your hand on the way to the dance.
Identifying Advocates – okay, so maybe you’re ambitious and want to run for 8th grade class president. Wouldn’t it be nice to know who your real friends are? The ones who will help you get out the vote? You start by looking for those friends who are on your wall or in your news feed on a regular basis. Do they click “like” or do they leave comments on your posts? Do they tag you in their comments? What’s the tone of those comments? It’s all right there. All they really need is an invitation to be your champion. Some may be willing and able to run your campaign. Others might be more interested in painting posters, passing out flyers or getting your name into the daily announcements. At a minimum, they’re likely to vote for you and tell a friend. But whatever the case, if you want to identify advocates make posts that asks for input. Participate in the conversation. But don’t get in a hurry. The vote is still weeks away.
So as you see there are several definitions. Each with it’s on formula for attainment and a few closing words from Mom:
- Regarding Likes -- remember where you came from (know who you are)
- Making Connections -- be polite and pay attention when others are talking.
- Be a friend – (and) don’t be afraid to ask yours for help
I’d love to hear your definitions and how you achieve success on Facebook. Facebook timcnicholson, tweet me @timbigfish or email me tim@gobigfishgo.com.
