What Does Facebook Provide To You?

What does Facebook essentially provide their users with? An opportunity to socialize. Why do users want to socialize? They want to socialize because there is an emotional void for personal interaction and communication. This creates an interesting opportunity for big and small brands alike. Just take a look at some of the successful brands utilizing social media for branding purposes.

Why are non-profits so successful?

Think about it, most non-profits are centered around a passionate cause, filling an emotional void for the user. That void is connecting with other like-minded individuals. Take a look at The World Food Program Facebook Page for example. Not only do they have a substantial following at 112,000, but the engagement is exponential. Every post on their wall has people sharing, appreciating and commenting. You can have a million followers, but if they aren’t participating on your page, you are not influencing their opinion of your brand. 

Big brands have it figured out

Check out Coca Cola’s Facebook Page. Fans produce most of the content generated on their page, but when Coca Cola does post something, engagement goes through the roof. This is because two fans were behind the fan-page (Checkout Dusty & Michael’s story to learn more). True, they are one of the biggest brands in the world, which makes it much less difficult to prompt engagement, but there are brands that have built their following and identity in the social space.

Take a look at the different Sympoz facebook communities. What they did was take different verticals and built fan pages around them. Again, filling a void by creating a hub of like-minded individuals to engage with one another. They have grown their brand and their initial users via Facebook, which has resulted in revenue.

How do law firms fit into this model?

Don’t make the page about you, make it about the user. Find a theme that you can speak to that isn’t law oriented. The page may be named XYZ law firm, but the fans might go there to discuss their favorite local college football team, or a significant philanthropy project. Keep them informed about what you do by providing compelling stories not a sales pitch. Treat them as if you are socializing, not trying to win business.

Social media creates an opportunity for the little guy to compete with the big TV spenders. But in order to be successful you must give the audience what they want, a “social experience”. If you have not thought about it from this perspective, then you are missing the mark. If you need help with your social media strategy, contact Network Affiliates today.