What Do You Do With Your Facebook Fans?

by Etienne Besson on 4 October 2011

in My musings,Recruitment

Your company has a Facebook page and a number of fans who seem to like what you do. But what’s next?

A lot of social media experts tell you that you need

  • a Facebook fanpage for your company
  • a nice design with many plug-ins
  • and lots of fans

Now lets assume that it actually makes sense for your company to be on Facebook and that you did all of the above.

Of course you provide regular and interesting content, which makes your fans come back for more. And hopefully you managed to motivate them to become active by first liking your posts and then writing comments.

And maybe they’re even replying to other people’s comments which can result in mini conversations (social media experts like to call this „engagement“).

That’s awesome and I haven’t seen many companies who achieve this on their Facebook page. But before you pat yourself on the back there’s an important question you need to ask yourself:

What should you do with all your fans?

That’s right, what are lots of fans good for if they don’t help you reach your objectives?

After all:

  • rock musicians love their fans, but at the end of the day they need to sell records, concert tickets and t-shirts
  • sales people can have thousands of contacts but they need to convert leads into buyers
  • and if you’re using Facebook for recruiting, then you need to turn fans into employees or referrers

Hopefully the consultants who convinced you to create your fanpage also helped you define your objectives including KPIs and tactics in order to achieve these goals.

But in case the social media experts were busy selling you the pretty design for your page, here’s probably the most important thing to consider:

What do you want to achieve?

Possible answers are:

  • make people like and remember your brand or product
  • make them actually buy your products
  • make them see you as a great employer (HR professionals like the expression “employer of choice”)
  • make them apply for a job

These are very different goals that target different audiences and often require different messages and approaches.

At the same time I believe that it should be possible to get somebody interested in your products first and then make them see you as an interesting potential employer.

The idea of the “sales funnel” could be an interesting approach for employer branding and recruitment. But this is something I only recently started thinking about so it might take me a while to figure it out.

But who knows, maybe I’ll write a blog post called “Recruitment and the Sales Funnel” soon?


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