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Almost everyone can set up their own Facebook or Twitter account without much difficulty; even young kids are setting up their own pages. The problem is that once the page is there, it is important to know what to do with it. A brands page is either going to take off or flop. Lets say that the page has a ton of initial success, you get followers, and your message is out there, the question is, how does someone keep this success up? Some will do the first things that come to mind, and usually just make their follows frustrated for liking them in the first place. Common frustrating mistakes include tagging every one of their followers in photos, or sending a million useless messages; but we, on the other hand, have a few other ideas on how to maintain sustainable success and followers with your social media page.
Build on Success.
Keep up with what is working on the page. If posting coupons and deals results in followers, then keep up with that. If giving advice is working for your followers, then stick to that. Always try to make the followers happy, which in turn, will get them to talk and tell friends. If no one can figure out what is drawing in followers, or you feel like you can do more, then ask for help. There is nothing wrong with getting some advice from outsiders who may bring in some fresh ideas!
Get Organized.
Now that you have connected with these people, you need to keep them engaged. This means not only connecting with them on Facebook or Twitter, but also hearing what they have to say. Have an optional space for “More Information.” This can be where those who are following you can enter in names, phone numbers, address, email, or whatever else you may need to keep that connection with them. This is a way to let them provide their information, on their own terms, which helps gain trust. . Cut 432, a Delray Beach Steakhouse, has a Club VIP tab on their Facebook page. This is a spot where followers can enter their information to hear up-to-date information directly from the source!
Adapt Your Vision.
Even though you already were successful, that does not always mean that the success will continue. Sometimes ideas and tactics need to change in order to keep the success rolling. Sit down and discuss, even brainstorm, ways this can continue. Once all the ideas are out there, figure out which ones will work and implement them. If they are not working, change them. Say you think posting daily quotes will get followers to interact with your page, but it turns out you are losing follower, switch the tactic. Test out a few different things and see which ones work best for your brand. . Oreo’s Facebook page is a great example of this. They do several different types of posts, so that everyone can find something they like. Oreo ask questions, post pictures, advertise contests, and each one seems to be successful. Although they are a huge company, a smaller company can use some of the same ideas that Oreo has to gain followers and encourage interaction.
Get Feedback.
If you pick a new tactic that seems to be working, test it out. Ask a few followers what they think of the page. Since they do not have anything really invested in the page, they should be more willing to give honest feedback. Make sure a few different people are asked so that you can get a range of views. Also, ask friends and family members what they think. Have them tell you if they would follow the page, or would visit it more then once. Perez Hilton’s Facebook page has a Feedback button on the sidebar, where followers can leave feedback, good or bad. This can be used to help improve posts, updates, and the page as a whole.
Define a Leader.
Now that you have figured out a way to be successful, pick someone, maybe even a few people, to oversee the process. Social Marketing is a market that needs to be followed on a daily basis. Usually this results assigning a specific job. This person can be in charge of anything from posting, to advertising, or hiring a team to help. This lets the rest of the team who started the page return to the other matters are working on, and there can be that one person completely dedicated. Take JCPenney for example. They have one person who is in charge of responding to negative, and positive comments that their fans post on the page. The social media expert for their company has a specific amount of time to respond to the comment, giving the fan any information that they need.
