#SocialCRMWeek
Facebook has become the largest social network on the planet with nearly 350 million users and growing. In a world that is constantly evolving with how individuals communicate with one another Facebook is now firmly at the center of the web (both literally and figuratively). We conclude this week of social CRM tips by exploring how Facebook has grown to become the largest social CRM platform.
Why it’s so important to incorporate Facebook in your business’ CRM plan?
It’s important to remember that the customer lies at the center of social media these days. Sites like Facebook have exposed a bidirectional method of CRM. That is, customers can now choose to build or break a company’s reputation. When bad news within a company starts trending on social media sites it can be a PR nightmare. However, when a customer comes to the defense of a company online, brand loyalty spreads like wildfire. Companies can now address consumer concerns and offer solutions to those posting for answers.
Social platforms have even erased a company’s need to maintain a customer database now that each customer updates their own profiles. “Privacy controls and the opt-in nature of Facebook fan pages and Twitter allow companies to generate high-quality — and highly qualified — leads while respecting individuals’ privacy preferences” says CRM.com.
Introducing Fan Pages
Fan pages on Facebook now carry more weight and more traffic than many brands’ actual websites. Executives are now using Facebook to communicate directly with their consumers via page messages or comments on the page’s wall. Advertisements that used to direct consumers to company websites now direct people to Facebook pages. For this reason it is crucial to maintain a steady stream of original content, as well as provide proper customer service when needed. Many large companies such as Walgreens are now reporting that short and sweet posts once or twice daily elicit the best results. Posts that end in a call to action or even a question can help engage customers more. As discussed in previous articles, it is also important to include a variety of media such as photos, videos, statistics, behind-the-scenes info, etc.
Maximize your Facebook Efforts
One of the most useful tools on Facebook is the ability to create targeted ads and boost posts. Some people hate the idea of spending money for advertising on Facebook. Consider the alternative, where major companies may spend tens of thousands each month on huge advertising budgets. Facebook gives us the ability to target specific consumers and allows us to make sure the people we want hearing our message are hearing it. You have to think of these expenditures as a necessity, a utility bill of sorts. Don’t be afraid to boost your posts either! Spending a few bucks here and there can drastically increase the engagement rates of your posts and boost your lead generation from Facebook.
By publishing relevant content for your customers you will gain their trust. The content does not always have to be original. We recommend posting articles relevant to your industry once a week to act as a news source for your consumers. The most important thing to remember is to be professional in your manner online. Keep your company’s logo as the profile picture, make sure the website and telephone number are clearly stated in your cover photo, and use proper grammar anytime you post to or from your page.
Customers are now firmly in control of the content they are exposed to, but that doesn’t mean its necessarily more difficult for your company to become a small slice of what they pay attention to. Apply the concepts that we’ve discussed here and you’ll find Facebook to be a useful tool in the complete CRM package. Social media has finally put the consumer at the center of the message, and customer relationship management can finally be tailored to….you guessed it, the customer.
