So you've set up your Facebook page for your business, and you have a good engaging website, maybe even some videos : client testimonials and "why" videos......you've built it....."they" should come......where are they???
You have 137 Facebook page "likes" and your articles / posts attract a handful of "likes" and certainly no "shares".
What's gone wrong.
You've fallen victim to McDonaldisation.
As pointed out by Macionnis and Plummer, 2012, much of social life is being or has been defined by the principles that guide the operation of fast food chains. Close intimate social groups have given way to fast, efficient but distant ones.
We live a great part of our lives via networks. And these newer networks have if you let it forgotten the oldest ideas of sociology that we move through life with a sense of belonging : our social groups are founded on associations with those that we identify with and interact with.
So if your posts on Facebook are one way....your product, your opinions, your sales pitch you are ignoring the basics of group dynamics ...that the group encompasses people with shared experiences, loyalties and interests.
Social groups think of themselves as special and as a collective "we".
What you are trying to do on Facebook is create a primary group. Sociologist Charles Horton Cooley, identified primary groups as small social groups whose members share personal and enduring relationships with sincere concern for each others welfare.
Members : belong together, have strong links, view each other as unique and irreplaceable.
By contrast a secondary group is large, impersonal, and has weaker emotional ties.
Your content to be engaged, of value, shared, liked needs to tap into the values of a primary social group.
If your intent is to attract a certain ideal client, then you need to understand what primary social groups and interactions your ideal client has. What are those values and experiences?
Only then can you have meaningful engagement with them.
Why else would a garden shears company Fiskars have a group of scrapbookers as a major contributor to R&D and a resultant 300% increase in sales. Because Fiskars listened and understood the social connections that their ideal clients had and tapped into that primary social group with value.
Your action plan......have you really though about your Facebook content, who it is aimed at and is it of value to them. Or rather have you just applied the same direct marketing techniques that didn't work by direct mail ....so why on earth would they work in a virtual community?
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