In this week’s guest post, Sobox editorial consultant Richard Fellner takes a look at how to use Facebook status updates to engage your audience:
Your Facebook page status says a lot about who you are, and what your brand is all about. And while the common trend is to update your fans with promotions and news about your brand or business, some companies use their page’s status in a very different way.
Here’s an example from the fast food industry:
Jack in the Box is a burger chain in the US (similar to Hungry Jack’s or McDonald’s). For years, their marketing and PR teams have developed some extremely funny advertisements and campaigns, all surrounding their mascot “Jack Box”, whom they portray as the fun-loving CEO of the company. On Jack Box’s Facebook page, they cleverly interact with their fans via humourous status updates.
An example of a Jack Box status update may be:
“I’m in the middle of a really boring presentation … I should probably get back to presenting it.“
or
“My stomach is talking to me, but I’m not sure what it’s saying. I’m still learning to speak stomach.”
and
“Just dropped smoothie on computer. Anyone know how to get it out without damaging the smoothie?”
Compare this approach to, say, McDonald’s, which posts updates like:
“McDonald’s® is ready to thrill! Head to McDonald’s today for a Big Mac® and your Big Mac Avatar Thrill Card.”
Not quite as interesting or engaging, is it?
The key here is that Jack in the Box rarely mentions their products. Sure, they give a little push on occasion, but it is uncommon to see any real marketing in their Facebook page. Instead, it’s all about connecting their fans with the brand in a positive way.
That point is critical, and it translates into a way that you can use your own blog and Facebook updates to differentiate from your competition, and connect with your fans and clients.
We’re not saying that you should make jokes, but rather, if you choose an approach like this, you can use your Facebook page as a tool to build a community (and not as just another channel to sell your product). Remember the adage: listen first, sell second.
Related posts:
- How to Update Facebook Remotely
- How to Create A Facebook Friend List
- New Tool Scores Your Facebook Page
- Make the Most of Facebook Fans
- How Facebook “Likes” Can Help You
- Facebook vs Twitter 2010
- Five Ways to Up Facebook Engagement
- Making Sense of Facebook Stats
- Back to Basics: Facebook FAQs
- Great Examples of Effective Facebook Pages
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