We’re wrapping up this week with a significant merchant center update that makes it easier for our new customers to signup and create a store with us.
Facebook now places greater emphasis on how we engage our fans. This is evident from recent changes to brand pages, the publicly visible tip on how many are ‘talking about this page’ and the new insights tip that is visible to page admins below every post. These tips not only serve as social proof to facebook’s own audience, they’ll also reveal to you that a significant percentage of your fans are likely to have not seen your post at all.
Our perception of facebook marketing is truly broken. Much has been said and written about how marketers have been collecting fans and ignoring what happens after Like. For now, it appears that we’ve begun to turn the corner on this.
What’s important now is how we decode our Brand into those tiny facebook stories, the methods we’ll need to reach out to these fans, what ideal behaviors we expect from fans and their friends, and the factors that will impede our reach such as EdgeRank. And no, sales conversions has as little to do with the depth of your relationships with your shoppers as say having a garage sale for your neighbors. They don’t want to have to simply buy your stuff! They want to engage you and perhaps absorb and forward the good (and bad) your brand stands for on to their friends.
The social web is a fantastic opportunity for the marketer in you to dig in deep and come up with a message that truly matters. Perhaps it means tying your way of doing to business to a cause that your true fans believe in. Or, fulfilling a compelling need through brilliant design and exclusivity. In this way, your fans and your way of business are truly one and the same. Engaging fans is then something you do daily and not as an after-thought.
Of course, not all businesses are equal or can have social this deeply embedded in their DNA. For those where the change is more gradual – our CEO Jai Rawat hosted a webinar on “Turning your Fans into Your Most Valuable Customers” to help you take those important first steps. Here’s the presentation from that Webinar and ShopSocially’s lessons in engaging fans.