Wednesday, March 6, 2013

Why Facebook shouldn’t be the centre of your social strategy

Why Facebook shouldn’t be the centre of your social strategy

Lithium Facebook is often the default destination for a brand’s foray into social media. The likes may roll in; fans are accumulated, but despite all the effort and money poured in, it doesn’t provide deep, meaningful or widespread customer engagement.

Likes may be the currency of interaction on Facebook, but they don’t mean much when it comes to purchases and brand loyalty. This isn’t surprising when you consider 81% of fans have unliked or removed company posts from their feed and 61% of Facebook users only like a page in order to get access to an offer. But more importantly, less than 2% of Facebook users actually return to a brand page they have liked – less than 2%.

Brands need to become more business-like when it comes to social and treat it like any other type of investment. Having a Facebook page, a Twitter handle or a Pinterest board is fine for marketing and general brand building but it does not constitute a proper social strategy. Social should be engrained into the business so it can actually impact operations – saving costs, generating revenue and contributing to broader business objectives. It’s time businesses get serious about social.


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