Facebook is NOT a Bulletin Board


Yet too many brands continue to treat it that way.

We have this announcement!  So they pin it on Facebook.

We’re going to this trade show!  So they pin it on Facebook.

We added a new feature!  So they pin it on Facebook.

Using Facebook like a giant supermarket bulletin board (the one loaded with flyers and placards for everything: guitar lessons, yoga classes, lost dogs, and upcoming county fairs) is not a compelling or a winning strategy.

If your Facebook posts look like the posting just below then you may be guilty of a bulletin board mentality.

As you’ve probably heard ad nauseam – it’s about storytelling.

Most people are not interested in getting advertisements pushed to their Facebook news feeds.  They don’t care if you’ve added a minor feature to your software package.  They don’t get excited about the launch of your new marketing campaign.

So don’t use Facebook to broadcast that type of content.

Tell the story of your brand, your people and your philosophy.  Use Facebook to engage with your fans by providing news, information and content that provides value to them.

And do so in a way that takes advantage of the unique multimedia aspects of the platform.

Let me give you an example.  Say you run a company that manufactures and markets boxing equipment – boxing gloves, heavy bags, hand wraps, speed bags, etc.

Why do you think your fans “liked” your Facebook page?  Do you think they did so to receive news that your new boxing gloves now come in six different colors, including pink?  Do you think they did it to hear about every mark down item you have on sale?

Or are they really interested in boxing?

What boxing fans want is content around their favorite sport.  So Facebook content for this company should be geared to giving those fans the content they crave.  Stories like:

  • The 5 Best Exercises for the Speed Bag
  • Proper Techniques For Effective Use of a Heavy Bag
  • How to Throw an Uppercut
  • Making Footwork Work for You
  • Training Tips from a Professional Boxing Trainer
  • The Story of Joe Miller and How He Used Boxing to Change His Life

And then there are ways to ramp up the content – take it too new levels of engagement and storytelling:

  • A documentary style series of videos on amateur boxers and their training and passion.  The videos displayed on a Facebook application with the ability to interact with the subjects
  • A monthly “live” TV show featuring training techniques and exclusive content streamed on a Facebook application.  The host can take questions in real-time from fans during the show
  • A training application that fans can use right on Facebook or on their mobile phones where they can record and track their training and share it with friends and family

There is literally no limits to the creative content that can live on Facebook (or other social media channels).  Now all of this Facebook content should be integrated with other communications and marketing efforts – but that’s a post for another time.

That said this is the kind of content that will resonate with boxing fans.  This is content that they will read, interact with and share with friends and family.

And all of it is centered around boxing.  The equipment comes into play, of course, but the page isn’t about the equipment.  It’s about the passions that the equipment unleashes.

It’s storytelling.

That’s how to use Facebook.

Leave the bulletin board at the supermarket.

Links:

Facebook Dares to be Uncool

Has the Timeline Improved Facebook for Brands?

Trackbacks/Pingbacks

  1. Who is creating your online content? - Weber Shandwick Asia Pacific - February 14, 2013

    [...] and other social media channels. As a result, many brands continue to treat social channels as real-time bulletin boards. Posting everything from links to blog posts and press releases to inquiring their fans about their [...]

  2. Who is creating your online content? - Weber Shandwick India - April 14, 2014

    […] a result, many brands continue to treat social channels as real-time bulletin boards. Posting everything from links to blog posts and press releases to inquiring their fans about their […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Follow

Get every new post delivered to your Inbox.

Join 6,427 other followers

%d bloggers like this: