Facebook and Your Social CRM Strategy

Written by James GunterNovember 29, 2010
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Embracing Social CRM encompasses many concepts, like working collaboratively through social interaction with customers to define your brand image, a system-wide shift in the way that customer interaction is handled, and implementing tracking systems to calculate ROI. But two of the basic principles to creating a solid Social CRM strategy for Facebook are:

  1. Understanding why people interact with brands on Facebook 
  2. Using that knowedge to define the specific ways in which you should interact with customers on Facebook to increase brand engagement

Why Do People Follow Your Brand?

People want to follow their friends on Facebook because their relationships give them value in some way, shape, or form. With friends, that value is usually the emotional satisfaction of social interaction. And just as people get value from social interaction they interact with brands through social media because brands also give them some type of value, whether it be financial (through sale or discount announcement), informational (news, tips, opinions), or emotional (funny jokes, heartwarming videos).

Keeping this in mind, people are willing to “like” you on Facebook if they perceive they will get value out of following you. In other words, they don’t follow you because they want to see advertisements—in fact they will “unlike” you if you try to overly advertise to them—they follow you because they want more value out of their relationship with you. So, that’s what you need to give them.

Rules of Customer Engagement on Facebook

If your customers have “liked” you on Facebook, they want to be your friend. Here is how to treat them like a friend back.

Rule #1 - Don’t post more than once or twice daily, and never post more than one status or link at the same time. Your strategy on Facebook should be about quality, not quantity. Giving your followers satisfying content once or twice a day will leave them wanting more. Remember, they’re on Facebook to interact with their real friends—your brand is a secondary concern. If you start filling their news feed with 30 posts a day, you will impede them from interacting with their real friends, the value you once offered them will become void, and they will stop following you.

Rule #2 - Not all your content has to be about your brand. Sure, people follow you because they like your product or they want to know when you offer special deals, but if you can provide them with other content you know they’ll be interested in, you will become more than a brand,; you will become a trusted resource. For example, if you sell spatulas, promote a great food blog on your Facebook page every once in awhile. Value comes in all shapes and sizes. If you can provide followers with more varieties of value, you will become invaluable to them. 

Rule #3 - Provide engagement. Customers will perceive more value from your social interaction if you can provide them with the opportunity to express their opinions (it doesn’t even have to be directly about your brand) and they can feel like someone on the other end is listening. You can do this on Facebook by

  • Creating polls and quizzes
  • Asking thought-provoking questions
  • Asking for opinions
  • Inviting customer feedback

And after you’ve solicited feedback or opinions, answer them back. Provide customer support or sales information when necessary, or simply let your followers know the results of the quiz. When they feel that you are listening, they will truly think of you as a friend.

Become a Friend

The key to having a great Social CRM strategy for Facebook is being able to become a trusted resource and friend to your customers through social networks. When they see the value that your relationship provides them through Facebook, they will stick with you and recommend you to their friends, increasing brand awareness and revenues.

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