Have you ever gotten one of these ‘Facebook Page LIKE’ requests that goes something like, “I LIKED your page. Now LIKE my page”? I find these requests very frustrating and a waste of time. Worst of all, the request is an illustration of a total lack of understanding of how social media works and what a great marketing tools it offers.
Social Media Skills
Unskilled social media users think that the rules of salesmanship and engagement do not apply with social media. Because the medium of contact has changed and seems to have a veil of anonymity, they think they can be impertinent and request something that they have not earned. What they have not earned is the privilege of being ‘LIKED’ by a prospective customer or potential colleague. In addition, they do not know what to do with a Facebook Page LIKE, how to use social media to get business from it and get it in droves.
Would a salesperson walk into a store and demand that a business owner carry his product? Would a business owner demand the same from a potential customer? Of course not. In a face to face situation, a smart salesperson would never do that. But that is what it is like to say to someone on their Facebook page, “I LIKED your page. So now LIKE mine”. At the very least the protocol of salesmanship needs to apply. This includes an introduction such as, “How do you do, my name is so and so. I am interested in knowing more about your business or I’m just looking, thank you.” At this point, the real drive of what social media can accomplish have not even been put into gear.
Depending on the response of the business owner, a salesperson would take his next step. He would figure out how to warm up a potential connection. He would work on engaging the other person. Where is there any attempt to nurture a connection or to engage with the demand, “I LIKED your page. Now LIKE my page.” There is none. In fact, this approach may have the opposite effect and put off the person or business asked to reciprocate.
There is another very important reason. In fact, it may be the most important one. Asking for and getting LIKES do not make a lasting impression with a prospect. It will unlikely improve or increase one’s business. In fact, getting a like is only the key to unlock the door of social media’s magic.
It’s Not Just About LIKES
In social media’s earlier days (and apparently still today), there was a limited understanding about the role of getting ‘LIKES’. Social media is about making connections, engaging and building relationships not just exchanging ‘LIKES’. It takes much more than just gathering LIKES on the road to increasing business. I would rather build ten meaningful relationships online with other business owners or potential customers than have 100 perfunctory ‘LIKES’. But you don’t have to choose between the two options if you know how to use social media.
In the long run, business will grow from growing relationships. It has always been this way. Today, savvy social media users know how to reach so many people and they don’t use the come-on line, ‘I LIKED you. Now LIKE me’. If one handles oneself social media professionally, one will never say, “I LIKED your page. Now LIKE my page.” A LIKE will be a natural part of the relationships one works to establish with the bells and whistles that social media offers and requires to do its job.
There are programs and apps specifically designed to use the LIKES and ‘click throughs’ one does get to take a prospect to the next step of engagement and sales. What does that require? Collecting the email addresses and other pertinent information about prospects. Offer something for free on you facebook page or a special promotion that requires a name and email address. That is where you really need to start to use the social media technology.
Take a look at Shortstack and Sumo.com These companies has comprehensive tools for turning LIKES into relationships and relationships into sales. You can also contact me in the comments section below to learn more about the right way and the wrong way to get Facebook Page LIKES and what to do with them when you get them. Future blog posts will elaborate on this topic and other facets of social media marketing.
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