Social media (and
Facebook in particular) is ALL about relationship. So if you want a consumer's
"Like" or love (and consequently their patronage) you MUST provide
value and take time to cultivate a conversation. It's the old adage
"WIIFM" (What's In It For Me)? So, listen to your customers and
respond with engaging and relevant content.
Based on a report from
CoTweet & ExactTarget, as published in the book Likeable
Social Media by Dave Kerpen:
- To receive discounts and promos
- To show support for brand to
friends
- To get a "freebie"
(e.g. free samples, coupons)
- To stay informed about company
activities
- For updates on future projects
- For updates on upcoming sales
- Just for fun
- To get access to exclusive
content
- To learn more about the company
- For education about company
topics
Dave notes that
"it's essential to develop (a) value proposition and then integrate it
into your communications with customers and prospects" (p. 55). I totally
agree. And if you want more tips on succeeding in Social Media, then Dave
Kerpen's book "Likeable" is a must read.