A Brand’s Best Use of Facebook: Engage With Super Fans

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Company brands work hard to accumulate fans and connect with a large fan base on Facebook, but studies reveal that only a tiny fraction of those fans are engaging with the product. This is discouraging news and it raises the question at the same time: “What should a brand do next?”

Brands should be focusing on identifying and activating their top advocates on Facebook, the super fans. These are powerful species, masters of spreading content virally to households around the globe. Brand evangelists with high enthusiasm. They can motivate anyone in their surroundings into action even those who are typically dormant.

Here are the most important tips for getting the most out of your brand’s super fans :

Reward loyalty. Super fans are brand’s most loyal fans. Most brands understand the importance of rewarding repeat customers, and this principle holds true on Facebook. Just as a store might reward loyal customers with early access to sales, brands should reward super fans. Surprising super fans with discount codes or branded SWAG delights them, making them more likely to continue coming back and spreading their viral word about a brand.

Make it mutual. Building a two-way, genuine relationship with super fans can be just as effective at driving repeat engagement as physical rewards. Just as regulars at a restaurant are more likely to return if the manager greets them by name or comes over to their table to say hi, super fans will be more likely to return if a brand acknowledges their repeat presence and constantly engages with them. Brands should go out of their way to build relationships with super fans by responding to their comments, answering their questions immediately and liking or commenting on the content they share.

 Ask for their help. Super fans represent a brand’s most passionate, dedicated customers. So brands should dedicate extra effort to finding out what these customers like. Invite super fans into experiences where they can openly share ideas and feedback to make the brand better. Most super fans will feel honored by the invitation and eager to help shape the future of a brand they love.

It doesn’t mean that brands must ignore the rest of their fans just because they pay more attention to their super fans. For every dollar or minute a brand dedicates to Facebook, the brand will receive more back from super fans than the average fan. So treat them accordingly.

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