Facebook and customer acquisitions: strategy and dedication needed to recruit fans.

• Author: Johnston, Ross
• Position: TELECOMMUNICATIONS & TECHNOLOGY: SPECIAL SECTION

Most companies, when wanting to use Facebook, use it for one reason and one reason only: new client acquisition. They feel Facebook is another channel to raise awareness and bring in potential customers. When asked why a company starts a Facebook page, they simply reply: "That's where the people are." They think by creating a page, they will suddenly have access to the billions of eyes that peruse it every day.

Unfortunately, for most businesses, Facebook does not naturally work as a new customer recruiting tool. It is not a soapbox about the latest and greatest product offerings, but rather a coffee den where thoughts are shared. It is an opt-in program where a person has to "like" your page to gain access.

Ultimately, Facebook works better as a forum for loyal customers and a customer service tool. Oftentimes, the two merge and customers who are treated well display their loyalty. Customers advocate your business to friends and family. Word-of-mouth is the best form of advertising, and the greater the number of loyal customers, the more word-of-mouth you generate.

Most businesses, however, insist on using their Facebook page to promote their products and services and think by getting fans (the term "likers" hasn't quite caught on), they are using Facebook effectively. But once a company has fans, what does it say to them? Facebook is a real-time conversation. Once a fan joins the conversation, they need to be cajoled into action. An action on Facebook can reinforce action in real life. Let's imagine a mythical bakery to illustrate two types of posts.

* "Cinnamon bread on sale now--only $4.99."

* "We just took a fresh batch of cinnamon bread out of the oven. It's amazing how fresh-baked bread with a little bit of butter melts like heaven in your mouth."

Now imagine the latter posting with a photo of one of the bakers taking the bread out of the oven. Which posting do you think will get more responses?

A good Facebook page is more than a mouthpiece for an organization. It's the personification of the company. When people become a fan, they want to talk to that company like they talk to their other friends on Facebook. With that in mind, you would never post: "Cinnamon bread on sale now--only $4.99." When creating a post, always ask yourself: "Would I post this as a real person?"

REAL TIME

When people post on Facebook, it is about things that are relevant to them now. People like to watch the news from today, not from a week ago. Don't post...