Monday, June 11, 2012

Types of Facebook Fans (and How to Keep Them)

One of the things that's kept me busy during my community management days has been attempting to profile the various types of Facebook fans. And while fans are each unique (since they're all different people), many of their behaviors fall into certain patterns. Here are the 5 most common types of Facebook fans that I've seen while managing communities, and how you can tailor your content to keep them.
  1. The Potential Client/Customer 
    The potential client or customer is a fan who has heard of your business through something like word of mouth or an advertising campaign, and is intrigued by what you're all about. This type of fan is like a hawk waiting to swoop; the more relevant, interesting, and personal your content, the more likely this fan is to stay on your page (or even make a purchase/contact you for business, if you're B2B).

    How to keep them: Strike a healthy balance with your content that services their needs/wants with a bit of personality. B2C companies can do things like showcase fan reviews, while B2B companies can showcase in-house talent, or show off a "behind the scenes" look at what the office environment is like. Be fun and approachable, and work on exhibiting a voice that exudes thought leadership (and friendliness).

  2. The Friend/Employee
    The friend/employee is someone who has liked your page either because they want to support your business (or business venture), or work at your company. These fans are dangerous because while they raise the quantitative count of your audience, they qualitatively reduce your engagement score. Employees and supportive friends are less likely to engage with your content, simply because they typically view the "Like" as the end of their transaction. 

    How to keep them: The more important piece of this question isn't how to keep them, but how to engage them. Borrowing a few tactics from pleasing the Potential Customer/Client can help - B2Cs can highlight certain locations that provide excellent service, and B2Bs can make things personal by recognizing individual employees. Since they already have a personal connection, you can play on it. And, if it works out, your other fans will enjoy seeing the faces behind the logo talking about things that are happening.

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