The DOs and DON’Ts of Facebook Marketing
Original article written by Brenda Ster on July 14th,
2016
The
author of this article, Brenda Ster, is both a social media trainer and a
direct sales consultant. If anyone should know about what does and doesn’t work
on Facebook, it’s her. This article is spot on with what I’ve learned in my
Social Media Marketing class. While this article was written more for the
direct sellers and individuals with their own online companies, all of these
concepts apply to huge, international companies as well.
Brenda Ster starts out the article
by saying in the first paragraph, “People come to Facebook for two primary
reasons: to connect socially, and to be entertained.” This fits in directly
with what I learned in the second module. There are five reasons that people
log on to social media, and three of them connect directly with exactly what
she said. The contact comfort impulse drives the need to connect, and the
affinity impulse and prurient impulse both tend to the need to be entertained.
Ster brings up an excellent point
later in her article by saying, “If you wouldn’t do something in person, don’t
do it online.” This is so important for social media marketing because the goal
is to engage with consumers. By constantly pushing goods and services on them,
companies can turn existing consumers and potential consumers off of their
product. This makes me think of the kiosk workers in the mall who chase you
down so that you will smell the perfume they are selling. By attacking me with
such determination they make me want to run the other way. If they would just
smile and ask how I was before jumping down my throat with why I should buy
everything they’re offering, I would be much more likely to approach them and
potentially make a purchase. This concept applies to social media marketing as
well as marketing fragrances in mall corridors.
In the DO and DON’T lists that Ster
provides toward the end of the article, every single point she talks about, we
touched on throughout this course, except she mentions that you should follow
the 80/20 rule. In this class we talked about the 10:1 ratio instead, but both
of these concepts have the same premise. Whether posting for an international
company, or the mom and pop store down the block, the 10:1 ratio should always
be taken into consideration. This will help ensure to not push away customers
with obnoxious posts.
Ster ends her article discussing
that “your brand sells your product. You sell your personality.” This point is
so important to social media marketers for all products. No matter how great
the product is you’re pushing, if you, as yourself or as the voice of the
company, do not come across in a genuine and authentic light, you will have end
up losing follower and subscribers.
Morgan M.
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