Your mom’s on Facebook. It’s okay, mine is too. The initial feeling of nausea and rocking back and forth repeating “You Shouldn’t Be Here” passes over time, and we’ve all started to welcome our moms to the most coveted social network. They are the ones who taught us how to be social, after all.
It also happens that the life lessons we learned from mom are meaningful in creating a successful Consumer Packaged Goods (CPG) Facebook page. These simple rules will help any CPG brand rule Facebook, and they can thank mom for the wonderful insight:
Sharing is the foundation of all social networks. We share everything about ourselves, and expect others to do the same. It’s no different for CPG brands on Facebook, considering they are already a guest in most households.
CPG brands should take two approaches to sharing:
- Be open about your product and your company, shady is a positive adjective only when you’re standing under a tree in 100 degree weather; and
- Promote sharing by delivering engaging and unique content to your fans. When was the last time you shared something on Facebook? What about that content made you want to tell your friends about it?
2. Listen to Others
Brands that listen to their fans always come out ahead. Proving to your fans that you’re listening and acting upon learned insights is the best way to gain trust from your consumers.
3. When it comes to friends, it’s quality over quantity.
Don’t get caught up in reaching that 1 million fans benchmark. CPG brands should focus efforts on attracting fans that have a true interest in the product and are willing to go the extra mile to share recipes or favorite product scents with their friends. An active Facebook fan will provide more value than one who hides your brand’s posts from their News Feed.
4. Keep it Fresh
We all had that childhood friend who could make any situation fun with just a pinch of imagination. That willingness to deliver exciting and unique content to your Facebook community is what keeps people interested and coming back for more.
Take risks to create content that will provide value to the community and encourage sharing – our attention spans on social networks are getting shorter by the day. If you keep your community on their toes, they’ll be curious as to what’s next.
5. Learn from Your Mistakes
Not all Facebook brand pages will succeed from the start. They take trial and error and an exhaustive effort to learn the intricacies of the Facebook community and what speaks to them in the most engaging ways. Post at various times of the day to learn what time your fans are most responsive, investigate failed contests or programs to find out why they didn’t work, and (most importantly) be flexible.
Regardless of whether you have an established presence on Facebook or are just joining the party, you’re never too cool to take mom’s advice. The lessons may be simple, but you remember them for a lifetime.
Social media campaigns are meant to evolve over time, so CPG brands that structure their campaigns in such a way will benefit in the long run.