Behind every Facebook user there is a story. Each is keeping a personal journal of sorts, marking events in their life and passing the time with friends as they browse their timeline on their laptop.
Facebook is the success it is because it is a personal journey that each person can make their own. Your business Facebook presence is a part of this story. The trick is to make your posts just personal enough to fit in each user’s timeline without feeling too commercial, while keeping it surface enough to not intrude on their real life friendships. There’s nothing stranger than seeing a commercial Facebook account that seems like it’s trying to be everybody’s best friend in real life.
One of the ways I’ve found this can be done is to identify what it is about your company that made your followers “like” you in the first place. A strong brand presence is key, so they know who you are at a glance. A concise message, always – that’s marketing 101. But in most classic marketing materials, the personal connection is either forgotten or overlooked.
If they clicked like for your company, it’s usually because of one of two scenarios:
1) They have visited your shop, tried your product or service and had a positive experience
2) One of their friends recommended you
Either way there is a similar bar to overcome – they are giving you a chance to provide them another positive experience in their personal Facebook timeline, one that is pleasant enough to remind them to support your store or product in the future.
Posting what your store is doing that day or if you’re closing early on Thursday isn’t enough. Facebook users are looking for an emotional connection – you’ll notice on your own timeline the most “likes” are heaped on the posts that elicit an out-loud emotion. Laughter, tears and joy are three of the ovbious ones.
When something fabulous happens for you and your business, POST IT!
If you landed a big account or a new distribution deal – share that with your fans! They love to share in your success, and feel the emotional boost that you got when you opened that letter or got that phone call.
Post lots of funny things that are connected with your business
If you’re a taco joint, post that it’s National Taco Day! Run a special on Pirate Day and post a picture of yourself wearing an eye patch with a parrot photoshopped on your shoulder, eating a taco. Your fans love to see you having fun at your place of business, because if somebody’s having fun it means they’re doing well and prospering.
Include some personal tidbits
Without oversharing, include some personal tidbits that serve to remind your fans that your business is homegrown and locally owned. When your in-laws come to town and have dinner at your restaurant, that’s the perfect opportunity to both make it personal and poke a little fun. “Even my in-laws love it here!”
When all else fails – pop culture makes it fun
When it’s a slow news day, simply go for an easy laugh. Photoshop a puppy holding your product and exclaiming out loud about it. Puppy and kitten pictures are the fuel of the internet – without them we would all perish.
Above all, have fun with your Facebook feed and your customers will feel it! That happy, feel-good connection is what will keep bringing them back again and again, and remind them to recommend you to their friends.